IDEAS home Printed from https://ideas.repec.org/a/taf/jgsmks/v24y2014i3p246-261.html
   My bibliography  Save this article

Modifying reality: marketing for the 22-super-nd century

Author

Listed:
  • Gabriel H. De La Paz

Abstract

Philosophy and philosophers are useful in making the calls and answering the big questions that, in the end, create the path for all mankind to follow. One of the great falsehoods is the belief that everything we produce is neither good nor evil - that evil resides rather in the person who uses them. Marketing is a powerful tool that can change the behavior of people and eventually allow us to change reality. So, it is worthwhile to think about the way we use it and not just behave as a sorcerer's apprentice, using it in the short term without asking the big questions: what is marketing; why does it work; what should we do with it"? This article analyzes what marketing has been up to this point through reviewing the contributions of each of the schools of thought, digging into the history of marketing schools and analyzing it chronologically. To answer the question "why does it work", the article briefly presents a general theory of marketing that explains it as a complex phenomenon that emerges in society when you create and communicate value propositions. To answer the question "what should we do with it", the author questions some of the practices of marketing, the exchange and needs. Finally it proposes a marketing that is ecologically sustainable: one that integrates us with rather than separates us from nature.

Suggested Citation

  • Gabriel H. De La Paz, 2014. "Modifying reality: marketing for the 22-super-nd century," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 24(3), pages 246-261, June.
    • Handle: RePEc:taf:jgsmks:v:24:y:2014:i:3:p:246-261
    DOI: 10.1080/21639159.2014.911493
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/21639159.2014.911493
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/21639159.2014.911493?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Harold Barger, 1955. "Foreword to "Distribution's Place in the American Economy since 1869"," NBER Chapters, in: Distribution's Place in the American Economy since 1869, pages -9--7, National Bureau of Economic Research, Inc.
    2. Harold Barger, 1955. "Appendices and Index to "Distribution's Place in the American Economy since 1869"," NBER Chapters, in: Distribution's Place in the American Economy since 1869, pages 101-220, National Bureau of Economic Research, Inc.
    3. Harold Barger, 1955. "Distribution's Place in the American Economy since 1869," NBER Books, National Bureau of Economic Research, Inc, number barg55-1.
    4. Taylor, Frederick Winslow, 1911. "The Principles of Scientific Management," History of Economic Thought Books, McMaster University Archive for the History of Economic Thought, number taylor1911.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bucheli, Marcelo & Mahoney, Joseph T. & Vaaler, Paul M., 2007. "Chandler's Living History: The Visible Hand of Vertical Integration in 19th Century America Viewed under a 21st Century Transaction Costs Economics Lens," Working Papers 07-0111, University of Illinois at Urbana-Champaign, College of Business.
    2. Basker, Emek & Vickers, Chris & Ziebarth, Nicolas L., 2018. "Competition, productivity, and survival of grocery stores in the Great Depression," International Journal of Industrial Organization, Elsevier, vol. 59(C), pages 282-315.
    3. Fred Moseley, 1989. "The Decline of the Rate of Profit in the Postwar U.S. Economy," International Journal of Political Economy, Taylor & Francis Journals, vol. 19(1), pages 48-66, March.
    4. Bart J. Bronnenberg, 2015. "The provision of convenience and variety by the market," RAND Journal of Economics, RAND Corporation, vol. 46(3), pages 480-498, September.
    5. Manchester, Alden, 1987. "Developing an Integrated Information System for the Food Sector," Agricultural Economic Reports 308031, United States Department of Agriculture, Economic Research Service.
    6. Janet Knoedler, 1996. "Coordination of Distribution in a Monetary Theory of Production," Journal of Economic Issues, Taylor & Francis Journals, vol. 30(2), pages 579-590, June.
    7. Harp, Harry H., 1987. "Major Statistical Series of the U.S. Department of Agriculture, Volume 4: Agricultural Marketing Costs and Charges," Miscellaneous Publications 316564, United States Department of Agriculture, Economic Research Service.
    8. Jeremy Atack & Robert A. Margo & Paul Rhode, 2020. "‘Mechanization Takes Command’: Inanimate Power and Labor Productivity in Late Nineteenth Century American Manufacturing," NBER Working Papers 27436, National Bureau of Economic Research, Inc.
    9. N. I. Fisher & V. N. Nair, 2009. "Quality management and quality practice: Perspectives on their history and their future," Applied Stochastic Models in Business and Industry, John Wiley & Sons, vol. 25(1), pages 1-28, January.
    10. Diwas Singh KC & Bradley R. Staats, 2012. "Accumulating a Portfolio of Experience: The Effect of Focal and Related Experience on Surgeon Performance," Manufacturing & Service Operations Management, INFORMS, vol. 14(4), pages 618-633, October.
    11. Lise Arena & Anthony Hussenot, 2021. "From Innovations at Work to Innovative Ways of Conceptualizing Organization: A Brief History of Organization Studies," Post-Print hal-03290300, HAL.
    12. repec:awi:wpaper:0421 is not listed on IDEAS
    13. Bloom, Nick & Manova, Kalina & Teng Sun, Stephen & Van Reenen, John & Yu, Zhihong, 2018. "Managing trade: evidence from China and the US," LSE Research Online Documents on Economics 88703, London School of Economics and Political Science, LSE Library.
    14. Robert J. Bennett & Harry Smith & Piero Montebruno & Carry van Lieshout, 2022. "Changes in Victorian entrepreneurship in England and Wales 1851-1911: Methodology and business population estimates," Business History, Taylor & Francis Journals, vol. 64(7), pages 1211-1243, September.
    15. Jody Hoffer Gittell, 2001. "Supervisory Span, Relational Coordination and Flight Departure Performance: A Reassessment of Postbureaucracy Theory," Organization Science, INFORMS, vol. 12(4), pages 468-483, August.
    16. Dusan Gosnik & Klemen Kavcic, 2021. "Analysis of Selected Aspects of an Organisation: The Organisation as an Instrument, an Interest Group and as a Process," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 19(2 (Summer), pages 167-181.
    17. Brian Gill, 2022. "What Should The Future Of Educational Accountability Look Like?," Journal of Policy Analysis and Management, John Wiley & Sons, Ltd., vol. 41(4), pages 1232-1239, September.
    18. Elfenbein, Hillary Anger, 2007. "Emotion in Organizations: A Review in Stages," Institute for Research on Labor and Employment, Working Paper Series qt2bn0n9mv, Institute of Industrial Relations, UC Berkeley.
    19. Petrick, Martin, 2017. "Incentive provision to farm workers in post-socialist settings: evidence from East Germany and North Kazakhstan," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 20(2), pages 239-256.
    20. Hervé Crès & Itzhak Gilboa, & Nicolas Vieille, 2012. "Bureaucracy in Quest for Feasibility," Working Papers hal-00973094, HAL.
    21. Marie-Laure Salles-Djelic & Michel Gutsatz, 2000. "Managerial Competencies for Organizational Flexibility: The Luxury Goods Industry between Tradition and Postmodernism," Post-Print hal-01892018, HAL.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jgsmks:v:24:y:2014:i:3:p:246-261. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/RGAM20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.