New marketing, improved marketing, apocryphal marketing: Is one marketing concept enough?

European Journal of Marketing

Volumn 41, Issue 11-12, 2007, Pages 1284-1296

  Woodall, Tony ^a  

^a NOTTINGHAM TRENT UNIVERSITY   (United Kingdom)

Author keywords

Corporate identity; Ethics; Marketing theory

Indexed keywords

EID: 35548990134     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090560710821170     Document Type: Article

References (81)

1. Abela, A.V. (2006), "Marketing and consumerism: a response to O'Shaughnessy and O'Shaughnessy", European Journal of Marketing, Vol. 40 Nos 1/2, pp. 5-16.
2. Addis, M. and Holbrook, M.B. (2003), "On the conceptual link between mass customisation and experiential consumption: an explosion of subjectivity", Journal of Consumer Behaviour, Vol. 1 No. 1, pp. 50-66.
3. Akrimova, I. (2000), "Development of market orientation and competitiveness of Ukranian firms", European Journal of Marketing, Vol. 34 Nos 9/10, pp. 1128-49.
4. Andriopoulos, C. and Gotsi, M. (2001), "Living the corporate identity: case studies from the creative industry", Corporate Reputation Review, Vol. 4 No. 2, pp. 144-54.
5. Avlonitis, G.J. and Gounaris, S.P. (1999), "Marketing orientation and its determinants: an empirical analysis", European Journal of Marketing, Vol. 33 Nos 11/12, pp. 1003-38.
6. Baker, M.J. and Erdogan, Z.B. (2000), "Who we are and what we do - 2000", Journal of Marketing Management, Vol. 16 No. 7, pp. 679-707.
7. Ballantyne, D., Christopher, M. and Payne, A. (2003), "Relationship marketing: looking back, looking forward", Marketing Theory, Vol. 3 No. 1, pp. 159-66.
8. Betts, M. (1999), "Brand competence", Strategic Communication Management, June/July, pp. 10-15.
9. Blasberg, J. and Vishwanath, V. (2003), "Making cool brands hot", Harvard Business Review, Vol. 81 No. 6, pp. 20-3.
10. Bolton, R.N. (Ed.) (2005), "Marketing renaissance: opportunities and imperatives for improving marketing thought, practice and infrastructure", Journal of Marketing, Vol. 69, October, pp. 1-25.
11. Bowen, D.E. and Hallowell, R. (2002), "Suppose we took service seriously? An introduction to the special issue", Academy of Management Executive, Vol. 16 No. 4, pp. 69-72.
12. Brady, J. and Davis, I. (1993), "Marketing's mid-life crisis", The McKinsey Quarterly, Vol. 2, pp. 17-28.
13. Brown, S. (1993), "Postmodern marketing?", European Journal of Marketing, Vol. 27 No. 4, pp. 19-35.
14. Brown, S. (1994), "Marketing as multiplex: screening postmodernism", European Journal of Marketing, Vol. 28 Nos 8/9, pp. 167-82.
15. Brown, S. (1995), "Life begins at 40? Further thoughts on marketing's mid-life crisis", Marketing Intelligence and Planning, Vol. 13 No. 1, pp. 4-17.
16. Brown, S. (2001a), Marketing - The Retro Revolution, Sage Publications, London.
17. Brown, S. (2001b), "Torment your customers (they'll love it)", Harvard Business Review, October, pp. 83-8.
18. Brown, S. (2002), "Vote, vote, vote for Philip Kotler", European Journal of Marketing, Vol. 36 No. 3, pp. 313-24.
19. Brown, S. (2003), "Marketing to generation ®", Harvard Business Review, Vol. 81 No. 6, pp. 16-18.
20. Carson, D., Gilmore, A. and Maclaran, P. (1999), "Customer or profit focus: an alternative perspective", Journal of Marketing Practice: Applied Marketing Science, Vol. 4 No. 1, pp. 26-39.
21. Cherrier, H. and Murray, B. (2004), "The sociology of consumption: the hidden facet of marketing", Journal of Marketing Management, Vol. 20 Nos 5/6, pp. 509-25.
22. Christy, R., Oliver, G. and Penn, J. (1996), "Relationship marketing in consumer markets", Journal of Marketing Management, Vol. 12 Nos 1-3, pp. 175-87.
23. Cova, B. (2005), "Thinking of marketing in meridian terms", Marketing Theory, Vol. 5 No. 2, pp. 205-14.
24. Dibb, S. and Stem, P. (2000), "Further thoughts on the marketing Trifid: the case of marketing orientation", Journal of Marketing Education, Vol. 22 No. 3, pp. 214-25.
25. Enright, M. (2002), "Marketing and conflicting dates for its emergence: Hotchkiss, Bartels, the Fifties School and alternative accounts", Journal of Marketing Management, Vol. 18 Nos 5/6, pp. 445-571.
26. Felton, A.P. (1959), "Making the marketing concept work", Harvard Business Review, Vol. 37 No. 4, pp. 55-66.
27. Firat, A.F. and Schultz, C.J. II (1997), "From segmentation to fragmentation: markets and marketing strategy in the postmodern era", European Journal of Marketing, Vol. 31 Nos 3/4, pp. 183-207.
28. Grönroos, C. (1978), "A service-oriented approach to marketing of services", European Journal of Marketing, Vol. 12 No. 8, pp. 588-601.
29. Gummesson, E. (1987a), "The new marketing: developing long-term interactive relationships", Long Range Planning, Vol. 20 No. 4, pp. 10-20.
30. Gummesson, E. (1987b), "Lip service: a neglected area in services marketing", The Journal of Services Marketing, Vol. 1 No. 1, pp. 19-23.
31. Gummesson, E. (1991), "Marketing-orientation revisited; the crucial role of the part-time marketer", European Journal of Marketing, Vol. 25 No. 2, pp. 60-75.
32. Gummesson, E. (1993), "Service management: an evaluation and the future", International Journal of Service Industry Management, Vol. 5 No. 1, pp. 77-96.
33. Gummesson, E. (1996), "Relationship marketing and imaginary organisations: a synthesis", European Journal of Marketing, Vol. 30 No. 2, pp. 31-44.
34. Gummesson, E. (1998), "Productivity, quality and relationship marketing in service operations", International Journal of Contemporary Hospitality Management, Vol. 10 No. 1, pp. 4-15.
35. Gummesson, E. (2002), "Practical value of adequate marketing management theory", European Journal of Marketing, Vol. 36 No. 3, pp. 325-49.
36. Hackley, C.E. (1999), "Tacit knowledge and the epistemology of expertise in strategic marketing management", European Journal of Marketing, Vol. 33 Nos 7/8, pp. 720-35.
37. Hackley, C.E. (2001), "Commentary: towards a post-structuralist marketing pedagogy - or from irony to despair (a two-by-two matrix approach)", European Journal of Marketing, Vol. 35 Nos 11/12, pp. 1184-96.
38. Henderson, S. (1998), "No such thing as market orientation - a call for no more papers", Management Decision, Vol. 36 No. 9, pp. 598-609.
39. Holbrook, M.B. (1999), "Higher than the bottom line: reflections on some recent macromarketing literature", Journal of Macromarketing, Vol. 19 No. 1, pp. 48-74.
40. Holbrook, M.B. and Hulbert, J.M. (2002), "Elegy on the death of marketing: never send to know why we have come to bury marketing but ask what you can do for your country churchyard", European Journal of Marketing, Vol. 36 No. 5, pp. 706-32.
41. Jacobson, M.F. and Mazur, L.A. (1995), Marketing Madness: A Survival Guide for a Consumer Society, Westview Press, Boulder, CO.
42. Kanter, D.L. (1988/1989), "Cynical marketers at work", Journal of Advertising Research, December/January, pp. 28-34.
43. King, S. (1985), "Has marketing failed, or was it never really tried?", Journal of Marketing Management, Vol. 1 No. 1, pp. 1-19.
44. Kohli, A.K. and Jaworski, B.J. (1990), "Market orientation: the construct, research propositions, and managerial implications", Journal of Marketing, Vol. 54, April, pp. 1-18.
45. Lafferty, B.A. and Hult, G.T.M. (2001), "A synthesis of contemporary market orientation perspectives", European Journal of Marketing, Vol. 35 Nos 1/2, pp. 92-109.
46. Laing, A. and McKee, L. (2001), "Willing volunteers or unwilling conscripts? Professionals and marketing in service organisations", Journal of Marketing Management, Vol. 17 Nos 5/6, pp. 559-76.
47. Law, J. (1994), Organizing Modernity, Blackwell, Oxford.
48. MacInnis, D.J. and De Mello, G.E. (2005), "The concept of hope and its relevance to product evaluation and choice", Journal of Marketing, Vol. 69, January, pp. 1-14.
49. McCole, P. (2004), "Marketing is not dead: a response to 'Elegy on the death of marketing'", European Journal of Marketing, Vol. 38 Nos 11/12, pp. 1349-54.
50. Möller, K. and Halinen, A. (2000), "Relationship marketing theory: its roots and direction", Journal of Marketing Management, Vol. 16 Nos 1-3, pp. 29-54.
51. Morgan, R.S. and Hunt, S.D. (1994), "The commitment-trust theory of relationship marketing", Journal of Marketing, Vol. 58, July, pp. 20-38.
52. Narver, J.C. and Slater, S.F. (1990), "The effect of a market orientation on business profitability", Journal of Marketing, Vol. 54 No. 4, pp. 20-35.
53. O'Driscoll, A. and Murray, J. (1998), "The changing nature of theory and practice in marketing: on the value of synchrony", Journal of Marketing Management, Vol. 14 Nos 4/5, pp. 391-416.
54. Oliver, R.L. (1997), Satisfaction: A Behavioral Perspective on the Customer, McGraw-Hill, New York, NY.
55. O'Malley, L. and Patterson, M. (1998), "Vanishing point: the mix management paradigm re-viewed", Journal of Marketing Management, Vol. 14 No. 8, pp. 829-51.
56. Palda, K.S. (1966), "The hypothesis of a hierarchy of effects", Journal of Marketing Research, Vol. 3 No. 1, pp. 13-24.
57. Papasolomou-Doukakis, I. (2002), "Internal marketing: a means for creating a sales or marketing orientation? The case of UK retail banks", Journal of Marketing Communications, Vol. 8 No. 2, pp. 87-101.
58. Peppers, D. and Rogers, M. (2000), The One-to-One Manager: Real World Lessons in Customer Relationship Management, Capstone, Oxford.
59. Petty, R.D. (2000), "Marketing without consent: consumer choice and costs, privacy, and public policy", Journal of Public Policy and Marketing, Vol. 19 No. 1, pp. 42-53.
60. Reast, J.D. (2005), "Brand trust and brand extension acceptance: the relationship", Journal of Product & Brand Management, Vol. 14 No. 1, pp. 4-13.
61. Robson, I. and Rowe, J. (1997), "Marketing - the whore of Babylon?", European Journal of Marketing, Vol. 31 Nos 9/10, pp. 654-66.
62. Shankar, R. and Fitchett, J.A. (2002), "Having, being and consumption", Journal of Marketing Management, Vol. 18 Nos 5/6, pp. 501-16.
63. Shapiro, B.P. (1988), "What the Hell is marketing oriented?", Harvard Business Review, November-December, pp. 119-25.
64. Shaw, E. and Jones, D.G.B. (2005), "A history of schools of marketing thought", Marketing Theory, Vol. 5 No. 3, pp. 239-81.
65. Sin, L.Y.M., Tse, A.C.B., Yau, O.H.M., Lee, J.S.Y. and Chow, R. (2002), "The effect of relationship marketing orientation on business performance in a service oriented economy", Journal of Services Marketing, Vol. 16 No. 7, pp. 656-76.
66. Singh, J. and Sirdeshmukh, D. (2000), "Agency and trust mechanisms in consumer satisfaction and loyalty judgements", Journal of the Academy of Marketing Science, Vol. 28 No. 1, pp. 150-67.
67. Smidts, A., Pruyn, A.T.H. and van Riel, C.B.M. (2001), "The impact of employee communications and perceived external prestige on organisational identification", Academy of Management Journal, Vol. 49 No. 5, pp. 1051-62.
68. Smith, J. and Blomqvist, K. (2005), "Strange bedfellows", Marketing Management, Vol. 14 No. 1, pp. 35-40.
69. Vargo, S.L. and Lusch, R.F. (2004), "Evolving to a new dominant logic for marketing", Journal of Marketing, Vol. 68 No. 1, pp. 1-16.
70. Venkatesh, A. (1989), "Modernity and postmodernity: a synthesis or antithesis", in Childers, T.L., Carr, C.L., Peck, J. and Carson, S. (Eds), Marketing Theory and Application, American Marketing Association, Chicago, IL, pp. 99-104.
71. Venkatesh, A. (1998), "Cybermarketscapes and consumer freedoms and identities", European Journal of Marketing, Vol. 32 Nos 7/8, pp. 664-76.
72. Venkatesh, A. (1999), "Postmodern perspectives for macromarketing: an enquiry into the global information and sign economy", Journal of Macromarketing, Vol. 19 No. 2, pp. 153-69.
73. Webster, F.E. Jr (1988), "rediscovery of the marketing concept", Business Horizons, May-June, pp. 30-9.
74. Webster, F.E. Jr (2002), "Marketing management in changing times", Marketing Management, Vol. 11 No. 1, pp. 18-23.
75. Witkowski, T.H. (2005), "Sources of immoderation and proportion in marketing thought", Marketing Theory, Vol. 5 No. 2, pp. 221-31.
76. Wirtz, J. and Kum, D. (2004), "Consumer cheating on service guarantees", Journal of the Academy of Marketing Science, Vol. 32 No. 2, pp. 159-75.
77. Woodall, T. (2004), "Why marketers don't market: rethinking offensive and defensive archetypes", Journal of Marketing Management, Vol. 20 Nos 5-6, pp. 559-76.
78. Ball, D. (2004), "The role of communication and trust in explaining customer loyalty", European Journal of Marketing, Vol. 38 Nos 9/10, pp. 1272-93.
79. Kvali, S.G., Tzokas, N.X. and Saren, M.J. (1999), "Relationship marketing as an ethical approach: philosophical and managerial considerations", Management Decision, Vol. 37 No. 7, pp. 573-81.
80. Sheth, J.N. (2002), "The future of relationship marketing", Journal of Services Marketing, Vol. 16 No. 7, pp. 590-2.
81. Smith, W. and Higgins, M. (2000), "Reconsidering the relationship analogy", Journal of Marketing Management, Vol. 16 Nos 1-3, pp. 81-94.