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The marketing discipline’s troubled trajectory: The manifesto conversation, candidates for central focus, and prognosis for renewal

Author

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  • Shelby D. Hunt

    (Texas Tech University)

  • Sreedhar Madhavaram

    (Texas Tech University)

  • Hunter N. Hatfield

    (Texas Tech University)

Abstract

Numerous commentators note that marketing is entering its fifth era of evolutionary development as a troubled discipline. Marketing’s troubled evolutionary trajectory has led to what this article labels “the manifesto conversation.” Using the sociology of academic disciplines as a theoretical foundation, this article contributes to the manifesto conversation by (1) showing how each of the discipline’s stages of evolutionary development was shaped by one key question, (2) developing an analysis of the discipline’s stakeholders in each era, (3) identifying four key evolutionary developments in Era IV (1980–2020) that led to the discipline’s troubled trajectory, (4) showing the importance of a discipline’s mainstream central focus for developing a discipline’s sense of academic community, (5) identifying the manifesto conversation’s three major candidates for a central focus, (6) discussing whether the discipline can renew itself in Era V (2020-?), and (7) providing a tentative prognosis for such a renewal.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:amsrev:v:12:y:2022:i:3:d:10.1007_s13162-022-00238-y
    DOI: 10.1007/s13162-022-00238-y
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    References listed on IDEAS

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    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. Melissa Archpru Akaka & Kaisa Koskela-Huotari & Stephen L. Vargo, 2021. "Formalizing service-dominant logic as a general theory of markets: taking stock and moving forward," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 375-389, December.
    3. Rebecca Hamilton & Linda L. Price, 2019. "Consumer journeys: developing consumer-based strategy," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 187-191, March.
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    7. 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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    14. 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.
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    Cited by:

    1. Rajan Varadarajan, 2022. "A general theory of marketing: Conceivable, elusive, or illusive," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 177-183, December.
    2. Sreedhar Madhavaram & Hunter N. Hatfield, 2022. "Continuing the manifesto conversation: Toward building a renewal capability for the marketing discipline," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 188-195, December.
    3. Anu Helkkula & Eric Arnould, 2022. "Developing and renewing marketing as a scientific discipline through reflexive cocreation," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 168-173, December.
    4. 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.
    5. 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).
    6. 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.
    7. Suvi Nenonen, 2022. "Resurrecting marketing: Focus on the phenomena!," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 174-176, December.

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