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marketing discipline
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Managerial marketing and behavioral marketing: when myths about ... link.springer.com Feb 28, 2023 11 facts
claimThe marketing discipline functions as both a problem causer and a problem solver.
claimThe automated collection and integration of target group data will force the marketing discipline to increasingly address data protection issues.
claimThe differentiation of the marketing discipline occurred across marketing functions, market systems, institutions, target groups, and marketing instruments.
perspectiveThe authors of the article argue that the 'myths of managerial marketing' have been constructed over decades through a claim of dominance by the marketing discipline, which they suggest should be replaced by a 'claim for balance' due to the complexity of marketing reality.
referencePhilip Kotler and Sidney Levy (1969) and Philip Kotler (2011) describe the broadening of the marketing discipline, where marketing insights were transferred to different institutional and applicational contexts.
claimThe marketing discipline lacks a unified general theory, instead relying on a variety of complementary and competing explanatory models.
referenceThe marketing discipline underwent a differentiation process described as 'broadening' and 'deepening' (Kotler 2018). Broadening refers to the expansion of marketing into other economic sectors and institutions, while deepening involves the development of various theories, concepts, and methods.
claimThe authors of the article 'Managerial marketing and behavioral marketing: when myths about...' argue that other areas of business administration should investigate the formation of myths within their own disciplines, similar to how the marketing discipline examines its own myths.
accountIn the early development of the marketing discipline, marketing scientists frequently transferred theories from other scientific disciplines into the body of knowledge for managerial and behavioral marketing.
claimThe marketing discipline is characterized by a variety of theories that have emerged through the adaptation of theoretical models from other scientific disciplines and through empirically driven, sometimes inductively shaped explanatory processes.
claimMyths in the marketing discipline emerge due to the complexity and non-observability of certain phenomena, such as psychographic constructs used to explain consumer behavior.