If you are experiencing problems downloading PDF or HTML fulltext, our helpdesk recommend clearing your browser cache and trying again. If you need help in clearing your cache, please click here . Still need help? Email help@ingentaconnect.com

"Everything and nothing": habits of simulation in marketing

$60.93 plus tax (Refund Policy)

Buy Article:

Abstract:

Purpose ‐ The purpose of this paper is to explore recent arguments about the nature of the marketing discipline, to state a point of view, and to stimulate debate. Design/methodology/approach ‐ The paper takes the approach of a response to recent viewpoints, with implicit permission to think aloud. Findings ‐ Marketing's "identity" crisis is alive, well and profitable, and has manifested itself most recently as the "critical" movement within contemporary marketing scholarship. The reasons are firmly embedded in conventionalized scholarly tradition and the silent institutions that support it, whereby marketing scholars mobilise convenient rhetorics to shift goalposts and build declarative statements that often confuse ontology with tautology. Research limitations/implications ‐ The integrative work that the discipline requires will be facilitated by a clearer understanding of the evolving institutional horizon, and how it defines acceptable knowledge-making practices. Practical implications ‐ An improved understanding of the functions of institutions in defining admissible knowledge-making practice will help reform structures by means of which academic practitioners relate to the subjects they research, puncturing over-inflated and unhelpful debates about relevance, or theory and practice. This will benefit students, consultants, planners, strategists, and everyone in general. Originality/value ‐ The paper presents a glimpse of oneself, if one is a marketing academic, and how one makes marketing "marketing" in a world of increasing specialization and the canonization of minutiae.

Keywords: Marketing; Simulation; Social trends

Document Type: Research Article

DOI: http://dx.doi.org/10.1108/02634500710834151

Publication date: October 30, 2007

More about this publication?
Related content

Share Content

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more