IDEAS home Printed from https://ideas.repec.org/p/hal/wpaper/hal-00489419.html
   My bibliography  Save this paper

Is marketing becoming a dirty word? A longitudinal study of public perceptions of marketing

Author

Listed:
  • Frédéric Dalsace

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

  • Dmitri Markovitch

Abstract

There is growing sentiment in the marketing community that our society holds an increasingly unfavorable view of the marketing profession. However, this sentiment is largely based on anecdotal and experiential evidence. In response, the authors use content analysis of the general press to investigate the American public's current and past attitudes towards marketing. They obtain compelling evidence that the public's attitude towards marketing has deteriorated over the past twenty years. They observe a similar trend in how marketing is treated in the American business press and in blogs. Next, the authors replicate their analyses on news media from another Western society, France, where marketing activity is subject to greater regulation than in the United States. In discussing the results, they propose that the marketing profession will evolve through a mix of three distinct practices that they name ego-marketing, techno-marketing and alter-marketing. The authors argue that marketing's image in the population will ultimately depend on the growth and strength of each practice within this mix, with techno-marketing playing a pivotal role. They conclude by reflecting on the role that marketing scholars can play in this evolution.

Suggested Citation

  • Frédéric Dalsace & Dmitri Markovitch, 2009. "Is marketing becoming a dirty word? A longitudinal study of public perceptions of marketing," Working Papers hal-00489419, HAL.
  • Handle: RePEc:hal:wpaper:hal-00489419
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Rafael Ramírez & Mikael Paltschik, 2013. "Seizing the Opportunities Opened by the ‘Peak oil’ Effect to Reorient ‘Services’ and ‘Systems’ Research Towards ‘Value Co‐Production Systems’ Scholarship," Systems Research and Behavioral Science, Wiley Blackwell, vol. 30(5), pages 548-560, September.
    2. Vittoria Marino & Riccardo Resciniti & Mario D’Arco, 2020. "It’s all about marketing! Exploring the social perception in the Italian context," Italian Journal of Marketing, Springer, vol. 2020(1), pages 7-23, March.

    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:hal:wpaper:hal-00489419. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    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.