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Rethinking marketing: back to purpose

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  • Julia A. Fehrer

    (The University of Auckland Business School
    University of Bayreuth)

Abstract

Key and colleagues raise some serious criticisms related to the marketing discipline’s purpose drift and short-sighted approach to rigor and relevance. They provide a comprehensive and nuanced picture of the grand challenges in marketing, including the loss of domain expertise, detachment from real-world phenomena, nurturing of methodological monocultures and more generally a perception problem in academia and management practice. This commentary complements their assessment by reviewing strands of literature in the niches and at the edge of mainstream marketing, where we may find some solutions or at least seeds for solutions as a starting point to refine, recalibrate and potentially reshape the future of marketing and marketing research.

Suggested Citation

  • Julia A. Fehrer, 2020. "Rethinking marketing: back to purpose," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 179-184, December.
    • Handle: RePEc:spr:amsrev:v:10:y:2020:i:3:d:10.1007_s13162-020-00186-5
    DOI: 10.1007/s13162-020-00186-5
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    References listed on IDEAS

    as
    1. Vargo, Stephen L. & Lusch, Robert F., 2017. "Service-dominant logic 2025," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 46-67.
    2. Suvi Nenonen & Kaj Storbacka & Charlotta Windahl, 2019. "Capabilities for market-shaping: triggering and facilitating increased value creation," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 617-639, July.
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    5. 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.
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    Cited by:

    1. 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.
    2. Maria Kehayova-Stoycheva (ed.), 2023. "Remarketing The Reality," Conferences of the department Marketing, Publishing house Science and Economics Varna, number 3.

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