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Marketing’s theoretical and conceptual value proposition: opportunities to address marketing’s influence

Author

Listed:
  • Thomas Martin Key

    (University of Colorado, Colorado Springs)

  • Terry Clark

    (Southern Illinois University)

  • OC Ferrell

    (Auburn University)

  • David W. Stewart

    (Loyola Marymount University)

  • Leyland Pitt

    (Simon Fraser University)

Abstract

This paper is composed of scholarly essays that explore the problematic nature of marketing’s influence within the academy and organizations, potential explanations and causes, and how conceptual and theoretical research can address and move our discipline forward. Each section represents material and research developed through interactive sessions from Academy of Marketing Science conferences. Topics include the history of the marketing discipline, its innovation and loss of domain expertise; important internal and external environmental concepts that have impeded relevance and theoretical impact; foundational elements of how the discipline frames problems, provides methodological-based solutions, and influences the very subjects of our research in such a way as to lesson our contribution to scholarship and practice; and finally the discipline’s inability to understand the intangible nature of marketing activities and outcomes, as well as marketers’ struggle to articulate relevance in a way that is easily understood in the language of finance. Through this critical self-examination of the field of marketing a central premise emerged—a discipline-wide drift and myopic approach to rigor and relevance.

Suggested Citation

  • Thomas Martin Key & Terry Clark & OC Ferrell & David W. Stewart & Leyland Pitt, 2020. "Marketing’s theoretical and conceptual value proposition: opportunities to address marketing’s influence," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 151-167, December.
    • Handle: RePEc:spr:amsrev:v:10:y:2020:i:3:d:10.1007_s13162-020-00176-7
    DOI: 10.1007/s13162-020-00176-7
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    References listed on IDEAS

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    Cited by:

    1. G. Tomas M. Hult & Forrest V. Morgeson, 2020. "Marketing’s value propositions: a focus on exit, voice, and loyalty," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 185-188, December.
    2. Rajan Varadarajan, 2020. "Relevance, rigor and impact of scholarly research in marketing, state of the discipline and outlook," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 199-205, December.
    3. Ruth N. Bolton, 2020. "First steps to creating high impact theory in marketing," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 172-178, December.
    4. Atul Parvatiyar & Jagdish N. Sheth, 2021. "Toward an integrative theory of marketing," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 432-445, December.
    5. Terry Clark & Thomas Martin Key & Carol Azab, 2022. "Marketing as an emergent discipline: Commentary on Shelby Hunt’s final contribution to our field," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 157-161, December.
    6. Clark, Terry & Azab, Carol & Martin Key, Thomas, 2024. "Marketing’s next era: The scope and impact of marketing’s future, the reach and legacy of Shelby Hunt," Journal of Business Research, Elsevier, vol. 170(C).
    7. Idris Bhuiya Akil & Nguyen Thi Hong, 2021. "Understanding Motivations Underlying Consumers' Social Media Usage: Implications for Digital Marketing Executives," International Journal of Science and Business, IJSAB International, vol. 5(4), pages 20-29.
    8. Russell Belk, 2020. "Resurrecting marketing," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 168-171, December.
    9. Linda L. Price, 2022. "Folds in historical time and possible worlds for the marketing discipline: A commentary," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 162-167, December.
    10. Murtaza Haider & Randall Shannon & George P. Moschis, 2022. "Sustainable Consumption Research and the Role of Marketing: A Review of the Literature (1976–2021)," Sustainability, MDPI, vol. 14(7), pages 1-36, March.
    11. Julia A. Fehrer, 2020. "Rethinking marketing: back to purpose," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 179-184, December.
    12. J. Joseph Cronin, 2022. "Marketing’s new myopia: Expanding the social responsibilities of marketing managers," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 30-37, June.
    13. Elina Jaakkola & Stephen L. Vargo, 2021. "Assessing and enhancing the impact potential of marketing articles," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 407-415, December.
    14. Thomas Martin Key & Terry Clark & O. C. Ferrell & David W. Stewart & Leyland Pitt, 2021. "Re-institutionalizing marketing," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 446-453, December.
    15. Maria Kehayova-Stoycheva (ed.), 2023. "Remarketing The Reality," Conferences of the department Marketing, Publishing house Science and Economics Varna, number 3.
    16. Shelby D. Hunt & Sreedhar Madhavaram & Hunter N. Hatfield, 2022. "The marketing discipline’s troubled trajectory: The manifesto conversation, candidates for central focus, and prognosis for renewal," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 139-156, December.
    17. Suvi Nenonen, 2022. "Resurrecting marketing: Focus on the phenomena!," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 174-176, December.
    18. Leigh McAlister & Frank Germann & Natalie Chisam & Pete Hayes & Adriana Lynch & Bill Stewart, 2023. "A taxonomy of marketing organizations," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 617-635, May.
    19. Angela Madan & Mihai-Ioan Roșca & Adrian Apostol, 2022. "A Holistic Concept based on Modern Influential Techniques of Integrated Marketing Communication: A Country Image Model," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 71-90, November.

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