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The future of marketing: brightest star in the firmament, or a fading meteor? Some hypotheses and a research agenda

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Abstract:

Excellent marketing has always emanated from a deep understanding of consumer needs and expectations, combined with their right to be informed, protected and their right to quality of life. Evidence for this fundamental bedrock of marketing is provided. The problem is that in 2009 "marketing" just doesn't mean "good marketing", or even "honest marketing" and is widely seen as "mismarketing" in practice, largely the result of marketing's demotion to promotion and puffery. Evidence is provided for this view. The paper then makes some suggestions about possible new initiatives/directions for the discipline. These are:

• the name marketing itself

• making the discipline truly professional

• making marketing fully accountable for its expenditure

The accountability issue, however, is, in the author's view, the principal way to rescue the discipline from demise, so the bulk of the paper concerns this issue and sets out an agenda for research.

Keywords: ACCOUNTABILITY; DEFINITION OF MARKETING; MARKETING QUALIFICATIONS; METRICS; MISMARKETING; PROFESSIONALISM

Document Type: Research Article

DOI: https://doi.org/10.1362/026725709X461786

Publication date: 2009-07-01

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