Marketing Theory

Parallel Universes and Disciplinary Space: The Bifurcation of Managerialism and Social Science in Marketing Studies’

by Chris Hackley

Hackley, C. (2009) ‘Parallel Universes and Disciplinary Space: The Bifurcation of Managerialism and Social Science in Marketing Studies’, Journal of Marketing Management Vol. 25/7-8, 643-659.

Abstract

The field of marketing studies embraces a striking contradiction. On the one hand, it originated... more Abstract

The field of marketing studies embraces a striking contradiction. On the one hand, it originated in a spirit of critique and dissent which has since been manifest in a rich, diverse and fiercely contested outpouring of marketing scholarship and research. On the other, it is a highly packaged brand with a remarkably uniform identity as a set of universal managerial problem-solving techniques. This paper explores this deep contradiction, positing the notion of parallel universes of disciplinary space, the one characterised by a critical social scientific orientation, the other by a naïve managerial orientation. While such a dialectical figure may lead to some blurring of important distinctions, this paper suggests that an investigation of the historical, political and ideological undercurrents of this bifurcation can contribute significantly to a re-orientation of the disciplinary space of marketing studies.

Theorizing Advertising:Managerial, Scientific and Cultural Approaches

by Chris Hackley

Hackley, C. (2010) “Theorizing Advertising: Managerial, Scientific and Cultural Approaches”, Chapter 6 in Pauline MacLaran, Michael Saren, Barbara Stern and Mark Tadajewski (Eds) The Sage Handbook of Marketing Theory, London, Sage, pp. 89-107 ISBN 978-1-84787-505-1.

Hackley, C. (2010) “Theorizing Advertising: Managerial, Scientific and Cultural Approaches”, Chapter 6 in Pauline... more Hackley, C. (2010) “Theorizing Advertising: Managerial, Scientific and Cultural Approaches”, Chapter 6 in Pauline MacLaran, Michael Saren, Barbara Stern and Mark Tadajewski (Eds) The Sage Handbook of Marketing Theory, London, Sage, pp. 89-107 ISBN 978-1-84787-505-1.

Trade Softly Because You Trade on My Dreams: a Paradisal Prolegomenon

by Anthony Patterson

An institutional theory of exchange in marketing

by Nik Dholakia

Marketing in a postmodern world

by Nik Dholakia

Theoretical and philosophical implications of postmodern debates: some challenges to modern marketing

by Nik Dholakia

Objectivist epistemology as the foundation of marketing theory

by Jerry Kirkpatrick

A Humanities based Model for Management and Strategy

by Nelson Pinheiro

Comming Soon!! Comming Soon!!

Research on Ending Exchange Relationships: A Categorization, Assessment and Outlook

by Jaana Tähtinen

Service dominant-logic in computer mediated environments: Identifying resources.

by Janet Ward

Co-authored with Professor Mike Saren, School of Management, Leicester University

Service-dominant logic (SD-logic) has a focus on intangible resources, the co-creation of value, and relationships.... more Service-dominant logic (SD-logic) has a focus on intangible resources, the co-creation of value, and relationships. Lusch et al. (2007:11) suggest that ‗Information technology is a pivotal force in enabling more collaboration and consequently innovation throughout the entire value network‘. Despite this emphasis, how SD-logic may apply in computer mediated environments (CME) has not been investigated. Operant resources, those which can act on other resources, are fundamental to the SD-logic view of the service process. This paper aims to identify and understand the operant resources in CME from the customer perspective. The virtual world, Second Life was chosen as the CME to be investigated as it has been described as ―an exemplar of firm-consumer cocreation in action‖ Bonsu & Darmody (2008:356). A methodology adapted for the virtual world uses semi structured interviews to identify the resources used from the customer perspective. We conclude by demonstrating that:- 1. Operant resources can be identified in this case of CME, 2. They are different in certain respects from real world resources and 3. We propose a preliminary classification of operant resources

Are voters, consumers? A qualitative exploration of the voter-consumer analogy in political marketing

by Chris Hackley

Peng, N. and Hackley, C. (2009) Are voters, consumers? A qualitative exploration of the voter-consumer analogy in political marketing. Qualitative Market Research- An International Journal, 12/2, pp. 171-186.

Abstract
Purpose – The purpose of this paper is to deepen and add nuance to previous explorations of the... more Abstract
Purpose – The purpose of this paper is to deepen and add nuance to previous explorations of the voter-consumer analogy in order to generate new insights into wider applications of the marketing concept.
Design/methodology/approach – A conceptual analysis is supplemented and enriched with insights from a non-representative case of voter responses to political advertising.
Findings – Findings suggest that limitations to the voter-consumer analogy revolve around the differing contexts of marketing in each case and reflect differing audience responses at the micro-level.
Research limitations/implications – The empirical component this study is not representative or generalizable. However, it is used not to verify generalizations but to add qualitative insights to the conceptual discussion. Findings suggest that research which applies the marketing concept to non-commercial settings, especially political marketing but also possibly extending to social marketing, non-profit and public sector marketing, should be cautious in assuming that consumers of
non-commercial marketing respond in the same way to marketing initiatives as consumers of commercial marketing.
Practical implications – The research has implications for the application of the marketing concept in political and other non-commercial contexts.
Originality/value – The application of the marketing concept in non-commercial settings as well as commercial settings has become so common it is often taken for granted. Yet the behaviour, attitudes and responses of consumers in these different settings may diverge in important ways at the
micro-level. Explorations of the applicability of the marketing concept in different settings are relatively rare and this paper adds a previously unpublished empirical aspect to an original conceptual analysis which aligns secondary research from disparate sources in political science and cultural studies as well as marketing.
Keywords Consumers, Politics, Marketing
Paper type Research paper

Investigating early modern Ottoman consumer culture in the light of Bursa probate inventories

by Eminegül Karababa

This study investigates the development of early modern Ottoman consumer culture. In particular, the democratization... more This study investigates the development of early modern Ottoman consumer culture. In particular, the democratization of consumption, which is a significant indicator of the development of western consumer cultures, is examined in relation to Ottoman society. Sixteenth- and seventeenth-century probate inventories of the town of Bursa combined with literary and official sources are used in order to identify democratization of consumption and the macro conditions shaping this development. Findings demonstrate that commercialization, international trade, urbanization which created a fluid social structure, and the ability of the state to negotiate with guilds were possible contextual specificities which encouraged the democratization of consumption in the Bursa context.

Early Modern Ottoman Coffeehouse Culture and the Formation of the Consumer Subject

by Eminegül Karababa

Co-authored with Güliz Ger

We examine the sociohistorical formation of the consumer subject during the development of consumer culture in the... more We examine the sociohistorical formation of the consumer subject during the development of consumer culture in the context of leisure consumption. Specifically, we investigate how an active consumer was forming while a coffeehouse culture was taking shape during early modern Ottoman society. Utilizing multiple historical data sources and analysis techniques, we focus on the discursive negotiations and the practices of the consumers, the marketers, the state, and the religious institution as relevant stakeholders. Our findings demonstrate that multiparty resistance, enacted by consumers and marketers, first challenged the authority of the state and religion and then changed them. Simultaneously and at interplay with various institutional transformations, a public sphere, a coffeehouse culture, and a consumer subject constructing his self-ethics were developed, normalized, and legalized. We discuss the implications of the centrality of transgressive hedonism in this process, as well as the existence of an active consumer in an early modern context.