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My search for meaning in marketing

My search for meaning in marketing PurposeThis paper is focused on my search over nearly 60 years for an understanding of marketing – not just as a management technology, but as a social discipline which gives meaning and purpose to the technology.Design/methodology/approachThis paper illustrates my life as an academic in context, which began with a strong focus on marketing in contemporary management and went on to conclude that marketing is much more than management. It was my travels across the world to widely differing markets and marketplaces that led me to this conclusion. I saw individuals, groups and organizations linking with each other in the voluntary exchange of economic and social value, self-organizing into increasingly complex networks that in the end become the institutions that frame marketing action.FindingsI gradually came to see marketing in a much wider, intensely human setting, and to realize some of the complexities of the networks that marketing activities generate.Practical implicationsMy story may be of assistance to younger scholars beginning a career in marketing.Social implicationsMarketing is much more than management and if re-framed should/could stand alongside other social sciences in considering social and economic policy.Originality/valueTo build on my recollections of an unplanned life spent in search of marketing to highlight the need for younger scholars to think about marketing in a dynamic ever-changing systems setting. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

My search for meaning in marketing

Layton, Roger
Journal of Historical Research in Marketing , Volume 9 (3): 27 – Aug 21, 2017
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References (7)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1755-750X
DOI
10.1108/JHRM-01-2017-0003
Publisher site
See Article on Publisher Site

Abstract

PurposeThis paper is focused on my search over nearly 60 years for an understanding of marketing – not just as a management technology, but as a social discipline which gives meaning and purpose to the technology.Design/methodology/approachThis paper illustrates my life as an academic in context, which began with a strong focus on marketing in contemporary management and went on to conclude that marketing is much more than management. It was my travels across the world to widely differing markets and marketplaces that led me to this conclusion. I saw individuals, groups and organizations linking with each other in the voluntary exchange of economic and social value, self-organizing into increasingly complex networks that in the end become the institutions that frame marketing action.FindingsI gradually came to see marketing in a much wider, intensely human setting, and to realize some of the complexities of the networks that marketing activities generate.Practical implicationsMy story may be of assistance to younger scholars beginning a career in marketing.Social implicationsMarketing is much more than management and if re-framed should/could stand alongside other social sciences in considering social and economic policy.Originality/valueTo build on my recollections of an unplanned life spent in search of marketing to highlight the need for younger scholars to think about marketing in a dynamic ever-changing systems setting.

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: Aug 21, 2017

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