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- Lagrosen, Stefan, 1960-, et al.
(författare)
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Future directions of marketing knowledge : proposing an enriching framework including self-actualisation marketing
- 2009
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Ingår i: International Journal of Electronic Customer Relationship Management. - Geneve : Inderscience Publishers. - 1750-0664 .- 1750-0672. ; 3:4, s. 327-343
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Tidskriftsartikel (refereegranskat)abstract
- This paper aims to review schools and frameworks of marketing knowledge in order to propose future directions of marketing knowledge. The authors also provide a brief retrospective view of the marketing discipline. Reflecting over the origin, evolution and current status, the authors have come to distinguish three cornerstones of marketing knowledge namely objective, process and subjective. On this basis, five potential steps in the development of marketing knowledge are identified. The paper draws attention to the areas: the entrance of marketers, the levels of marketing knowledge, the introduction of self-actualisation marketing, the effect of time and complexity on marketing knowledge, and the need for syntheses and generalisations of marketing knowledge. A framework for enriching the field of marketing with these five interrelated paths of development is proposed. Finally, it provides a model of proposition to future marketing knowledge.
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| 2. |
- Lagrosen, Stefan, 1960-, et al.
(författare)
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A seminal framework of marketing schools : revisited and updated
- 2006
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Ingår i: Journal of Management History. - Bingley, UK : Emerald Group Publishing Limited. - 1355-252X .- 1758-776X .- 1751-1348. ; 12:4, s. 369-384
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - The objective is to re-visit and up-date a seminal framework of marketing schools.Design/methodology/approach - The authors provide a conceptual description and positioning of old, modern and recent marketing schools.Findings - Recent developments in marketing - such as services marketing, industrial marketing and relationship marketing - do not fit into the seminal framework of marketing schools.Research limitations/implications - The authors have limited the discussion to the human practice of marketing and the academic discipline of marketing. In addition, the authors' focus is on marketing as part of business.Practical implications - The up-dated framework of marketing schools may assist practitioners to understand the current status of marketing by connecting to the past, and the future by revealing unexplored areas of the marketing discipline.Originality/value - The up-dated framework of marketing schools builds on and extends the seminal framework in question to incorporate the recent developments in marketing. In extension, it reveals a white spot in the research of the marketing discipline - a field of further research that may focus on a combination of economic and relational dimensions of marketing.
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