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Marketing as an emergent discipline: Commentary on Shelby Hunt’s final contribution to our field

Author

Listed:
  • Terry Clark

    (Southern Illinois University)

  • Thomas Martin Key

    (University of Colorado, Colorado Springs Colorado Springs)

  • Carol Azab

    (Stetson University)

Abstract

In this commentary, the authors take a thoughtful look at Shelby Hunt’s final submission to AMS Review. Building on Hunt, Madhavaram, and Hatifield’s (2022, in this issue) suggestions of how Marketing’s Era V can be re-centered on more viable and long-lasting ground as a discipline, the present authors propose that the field of marketing is, and always has been, an emergent discipline that is better served by the “invisible hand” of self-organization rather than an attempt at holistic acceptance and adoption of a central focus. Moreover, the paper drills down into one of Hunt’s recurring critiques of marketing, its doctoral programs, and makes suggestions of how this is a significant point of focus to heal our ailing discipline.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:amsrev:v:12:y:2022:i:3:d:10.1007_s13162-022-00239-x
    DOI: 10.1007/s13162-022-00239-x
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    References listed on IDEAS

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    1. 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.
    2. Shelby D. Hunt, 2020. "For re-institutionalizing the marketing discipline in Era V," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 189-198, December.
    3. Manjit S. Yadav, 2020. "Reimagining marketing doctoral programs," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 56-64, June.
    4. 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.
    5. Terry Clark & Thomas Martin Key, 2021. "The methodologies of the marketing literature: mechanics, uses and craft," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 416-431, December.
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    Cited by:

    1. 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.
    2. 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).

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