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Challenging the troubled status of the marketing discipline

Author

Listed:
  • Anders Gustafsson

    (BI Norwegian Business School)

  • Tohid Ghanbarpour

    (BI Norwegian Business School)

Abstract

Marketing is a central discipline across all contexts that involve customers as stakeholders. The purpose of the academic discipline of marketing is to develop theoretically informed but practical advice for organizations to help them better navigate the constantly evolving markets. We argue that although marketing as a discipline does have some challenges, it is essentially in a good position to add value to society and organizations due to its focus on understanding customers and transforming this information into action. However, to improve as a discipline, we need to create a better balance between; rigor and relevance, research and education, and across sub-disciplines (strategy, modeling, and consumer behavior).

Suggested Citation

  • Anders Gustafsson & Tohid Ghanbarpour, 2022. "Challenging the troubled status of the marketing discipline," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 184-187, December.
    • Handle: RePEc:spr:amsrev:v:12:y:2022:i:3:d:10.1007_s13162-022-00242-2
    DOI: 10.1007/s13162-022-00242-2
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    References listed on IDEAS

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    1. Brian D. Wright & Kyriakos Drivas & Zhen Lei & Stephen A. Merrill, 2014. "Technology transfer: Industry-funded academic inventions boost innovation," Nature, Nature, vol. 507(7492), pages 297-299, March.
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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.

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