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Existential crisis of marketing and its future

Year 2021, Volume: 3 Issue: 2, 175 - 183, 08.12.2021

Abstract

Today, where technological developments empower the consumer, the marketing discipline is experiencing a deep existential crisis. The causes of the crisis that threatens the future of marketing; borrowing theories from other disciplines instead of generating domestic theory, declining usefulness and relevance of marketing research for the practitioners, and disconnected marketing doctoral programs from marketing theories. With the many threats brought by the Covid-19 epidemic, strategic topics such as digitalization and e-commerce becoming more widespread, and the collapse of the global and national supply chains increase the need for marketing even more. The future of marketing again depends on the discipline to develop meaningful outputs for academia and business. In this study, it is aimed to present a conceptual framework on causes and solutions.

References

  • Belk, R. (2020). Resurrecting marketing. AMS Review, 10(3), 168-171.
  • Bolton, R. N. (2020). First steps to creating high impact theory in marketing. AMS Review, 10(3), 172-178.
  • Deighton, J. A., Mela, C. F., & Moorman, C. (2021). Marketing thinking and doing. Journal of Marketing, 85 (1), 1-6
  • Donthu, N., Kumar, S., Pattnaik, D., & Lim, W. M. (2021). A bibliometric retrospection of marketing from the lens of psychology: Insights from Psychology & Marketing. Psychology & Marketing, 38(5), 834-865.
  • El-Ansary, A., Shaw, E. H., & Lazer, W. (2018). Marketing’s identity crisis: insights from the history of marketing thought. AMS Review, 8(1), 5-17.
  • Ferrell, O. C. (2018). Marketing’s identity crisis: it’s complicated. AMS Review, 8(1–2), 30–38.
  • Gill, T. G., & Gill, T. R. (2020). What is Research Rigor? Lessons for a Transdiscipline. Informing Science: The International Journal of an Emerging Transdiscipline, 23, 047–076.
  • Grewal, D., Hulland, J., Kopalle, P., & Karahanna, E. (2020). The future of technology and marketing: A multidisciplinary perspective. Journal of the Academy of Marketing Science, 48, 1–8.
  • Hulland, J. (2020). Conceptual review papers: revisiting existing research to develop and refine theory. AMS Review, 10(1), 27-35.
  • Hunt, S. D. (2020a). Indigenous theory development in marketing: The foundational premises approach. AMS Review, 10(1), 8-17.
  • Hunt, S. D. (2020b). For re-institutionalizing the marketing discipline in Era V. AMS Review, 10(3), 189-198.
  • Jaakkola, E. (2020). Designing conceptual articles: four approaches. AMS Review, 10(1), 18-26.
  • Jaworski, B. J. (2011). On managerial relevance. Journal of Marketing, 75(4), 211-224.
  • Key, T. M., Clark, T., Ferrell, O. C., Stewart, D. W., & Pitt, L. (2020). Marketing’s theoretical and conceptual value proposition: opportunities to address marketing’s influence. AMS Review, 10(3), 151-167.
  • Kohli, A. K., & Haenlein, M. (2021a). Factors affecting the study of important marketing issues: Implications and recommendations. International Journal of Research in Marketing, 38(1), 1-11.
  • Kohli, A. K., & Haenlein, M. (2021b). Factors Affecting the Study of Important Marketing Issues: Additional Thoughts and Clarifications. International Journal of Research in Marketing, 38(1), 29-31.
  • Korai, B., & Souiden, N. (2019). The marketing discipline in trouble? Academic voices vying for supremacy. Management Decision, 57, 9, 2555-2569
  • Kotler, P. (2018). Why broadened marketing has enriched marketing. AMS Review, 8(1–2), 20–22.
  • Labrecque, L. I., vor dem Esche, J., Mathwick, C., Novak, T. P., & Hofacker, C. F. (2013). Consumer power: Evolution in the digital age. Journal of Interactive Marketing, 27(4), 257-269.
  • McAlister, L. (2016). Rigor versus method imperialism. Journal of the Academy of Marketing Science, 44(5), 565-567.
  • MacInnis, D. J. (2011). A framework for conceptual contributions in marketing. Journal of Marketing, 75(4), 136-154.
  • O’Brien, C. (2011). The emergence of the social media empowered consumer. Irish Marketing Review, 21(1/2), 32-40.
  • Reibstein, D. J., Day, G., & Wind, J. (2009). Guest editorial: is marketing academia losing its way?. Journal of Marketing, 73(4), 1-3.
  • Roberts, J., Kayande, U., & Stremersch, S. (2014a). From academic research to marketing practice: Exploring the marketing science value chain. International Journal of Research in Marketing, 31, 127-140.
  • Roberts, J., Kayande, U., & Stremersch, S. (2014b). Some further thoughts. International Journal of Research in Marketing, 31, pp. 144-146
  • Rust, R. T. (2006). From the editor: the maturation of marketing as an academic discipline. Journal of Marketing, 70(3), 1-2.
  • Rust, R. T. (2020). The future of marketing. International Journal of Research in Marketing, 37(1), 15-26.
  • Stremersch, S. (2021). Commentary on Kohli & Haenlein: The study of important marketing issues: Reflections. International Journal of Research in Marketing, 38(1), 12-17.
  • Stremersch, S., Winer, R. S., & Camacho, N. (2021). Faculty Research Incentives and Business School Health: A New Perspective from and for Marketing. Journal of Marketing, Doi:10.2139/ssrn.3631046
  • Varadarajan, R. (2020). Advancing theory in marketing: insights from conversations in other disciplines. AMS Review, 10(1), 73-84.
  • Vargo, S. L. & Koskela-Huotari, K. (2020). Advancing conceptual-only articles in marketing. AMS Review, 10, 1–5.
  • Warren, N. L., Farmer, M., Gu, T., & Warren, C. (2021). Marketing Ideas: How to Write Research Articles that Readers Understand and Cite. Journal of Marketing, 85(5) 42–57.
  • Webster, F. E., & Lusch, R. F. (2013). Elevating marketing: marketing is dead! Long live marketing! Journal of the Academy of Marketing Science, 41(4), 389-399.
  • Wieland, H., Nariswari, A., & Akaka, M. A. (2021). On managerial relevance: reconciling the academic-practitioner divide through market theorizing. AMS Review, 1-20.
  • Wierenga, B. (2021). The study of important marketing issues in an evolving field. International Journal of Research in Marketing, 38(1), 18-28.
  • Wind, Yoram ‘Jerry’. (2019). Reimagine marketing. In A. Parvatiyar & R. Sisodia (Eds.), Handbook of Marketing Advances in the Era of Disruptions – Essays in Honor of Jagdish N. Sheth. New Delhi: Sage, 3-16.
  • Winer, R. S. (2014). The impact of marketing science research on practice: Comment. International Journal of Research in Marketing, 31 (2014), pp. 142-143
  • Wooliscroft, B. (2021). Macromarketing and the Systems Imperative. Journal of Macromarketing, 41(1), 116-123.
  • Yadav, M. S. (2010). The decline of conceptual articles and implications for knowledge development. Journal of Marketing, 74(1), 1–19.
  • Yadav, M. S. (2020). Reimagining marketing doctoral programs. AMS Review, 10(1), 56-64.
  • Zeithaml, V. A., Jaworski, B. J., Kohli, A. K., Tuli, K. R., Ulaga, W., & Zaltman, G. (2020). A theories-in-use approach to building marketing theory. Journal of Marketing, 84(1), 32-51.

Pazarlamanın varoluşsal krizi ve geleceği

Year 2021, Volume: 3 Issue: 2, 175 - 183, 08.12.2021

Abstract

Teknolojik gelişmelerin tüketiciyi oldukça güçlendirdiği günümüzde, pazarlama disiplini derin bir varoluşsal kriz yaşamaktadır. Pazarlamanın geleceğini tehdit eden krizin sebepleri; pazarlamanın yerli teori üretme yerine diğer disiplinlerden teori ödünç alması, iş dünyasının hem ilgisini çekecek ve hem de iş dünyasına faydalı araştırmaların üretilememesi ve doktora programlarının pazarlama teorileri yerine istatistiki yöntemlere odaklanması olarak sıralanmaktadır. Covid-19 salgınının getirdiği birçok tehditle birlikte, dijitalleşme ve e-ticaretin hızla yaygınlaşması gibi fırsatlar ve küresel ve ulusal tedarik zincirlerin çökmesi gibi stratejik konular, pazarlamaya olan ihtiyacı daha da kritik hale getirmektedir. Pazarlamanın geleceği disiplinin yeni dünyada akademi ve iş dünyası için anlamlı çıktılar üretmesine bağlıdır. Bu çalışmada sebepler ve çözümler üzerine kavramsal bir çerçeve sunulması hedeflenmektedir.

References

  • Belk, R. (2020). Resurrecting marketing. AMS Review, 10(3), 168-171.
  • Bolton, R. N. (2020). First steps to creating high impact theory in marketing. AMS Review, 10(3), 172-178.
  • Deighton, J. A., Mela, C. F., & Moorman, C. (2021). Marketing thinking and doing. Journal of Marketing, 85 (1), 1-6
  • Donthu, N., Kumar, S., Pattnaik, D., & Lim, W. M. (2021). A bibliometric retrospection of marketing from the lens of psychology: Insights from Psychology & Marketing. Psychology & Marketing, 38(5), 834-865.
  • El-Ansary, A., Shaw, E. H., & Lazer, W. (2018). Marketing’s identity crisis: insights from the history of marketing thought. AMS Review, 8(1), 5-17.
  • Ferrell, O. C. (2018). Marketing’s identity crisis: it’s complicated. AMS Review, 8(1–2), 30–38.
  • Gill, T. G., & Gill, T. R. (2020). What is Research Rigor? Lessons for a Transdiscipline. Informing Science: The International Journal of an Emerging Transdiscipline, 23, 047–076.
  • Grewal, D., Hulland, J., Kopalle, P., & Karahanna, E. (2020). The future of technology and marketing: A multidisciplinary perspective. Journal of the Academy of Marketing Science, 48, 1–8.
  • Hulland, J. (2020). Conceptual review papers: revisiting existing research to develop and refine theory. AMS Review, 10(1), 27-35.
  • Hunt, S. D. (2020a). Indigenous theory development in marketing: The foundational premises approach. AMS Review, 10(1), 8-17.
  • Hunt, S. D. (2020b). For re-institutionalizing the marketing discipline in Era V. AMS Review, 10(3), 189-198.
  • Jaakkola, E. (2020). Designing conceptual articles: four approaches. AMS Review, 10(1), 18-26.
  • Jaworski, B. J. (2011). On managerial relevance. Journal of Marketing, 75(4), 211-224.
  • Key, T. M., Clark, T., Ferrell, O. C., Stewart, D. W., & Pitt, L. (2020). Marketing’s theoretical and conceptual value proposition: opportunities to address marketing’s influence. AMS Review, 10(3), 151-167.
  • Kohli, A. K., & Haenlein, M. (2021a). Factors affecting the study of important marketing issues: Implications and recommendations. International Journal of Research in Marketing, 38(1), 1-11.
  • Kohli, A. K., & Haenlein, M. (2021b). Factors Affecting the Study of Important Marketing Issues: Additional Thoughts and Clarifications. International Journal of Research in Marketing, 38(1), 29-31.
  • Korai, B., & Souiden, N. (2019). The marketing discipline in trouble? Academic voices vying for supremacy. Management Decision, 57, 9, 2555-2569
  • Kotler, P. (2018). Why broadened marketing has enriched marketing. AMS Review, 8(1–2), 20–22.
  • Labrecque, L. I., vor dem Esche, J., Mathwick, C., Novak, T. P., & Hofacker, C. F. (2013). Consumer power: Evolution in the digital age. Journal of Interactive Marketing, 27(4), 257-269.
  • McAlister, L. (2016). Rigor versus method imperialism. Journal of the Academy of Marketing Science, 44(5), 565-567.
  • MacInnis, D. J. (2011). A framework for conceptual contributions in marketing. Journal of Marketing, 75(4), 136-154.
  • O’Brien, C. (2011). The emergence of the social media empowered consumer. Irish Marketing Review, 21(1/2), 32-40.
  • Reibstein, D. J., Day, G., & Wind, J. (2009). Guest editorial: is marketing academia losing its way?. Journal of Marketing, 73(4), 1-3.
  • Roberts, J., Kayande, U., & Stremersch, S. (2014a). From academic research to marketing practice: Exploring the marketing science value chain. International Journal of Research in Marketing, 31, 127-140.
  • Roberts, J., Kayande, U., & Stremersch, S. (2014b). Some further thoughts. International Journal of Research in Marketing, 31, pp. 144-146
  • Rust, R. T. (2006). From the editor: the maturation of marketing as an academic discipline. Journal of Marketing, 70(3), 1-2.
  • Rust, R. T. (2020). The future of marketing. International Journal of Research in Marketing, 37(1), 15-26.
  • Stremersch, S. (2021). Commentary on Kohli & Haenlein: The study of important marketing issues: Reflections. International Journal of Research in Marketing, 38(1), 12-17.
  • Stremersch, S., Winer, R. S., & Camacho, N. (2021). Faculty Research Incentives and Business School Health: A New Perspective from and for Marketing. Journal of Marketing, Doi:10.2139/ssrn.3631046
  • Varadarajan, R. (2020). Advancing theory in marketing: insights from conversations in other disciplines. AMS Review, 10(1), 73-84.
  • Vargo, S. L. & Koskela-Huotari, K. (2020). Advancing conceptual-only articles in marketing. AMS Review, 10, 1–5.
  • Warren, N. L., Farmer, M., Gu, T., & Warren, C. (2021). Marketing Ideas: How to Write Research Articles that Readers Understand and Cite. Journal of Marketing, 85(5) 42–57.
  • Webster, F. E., & Lusch, R. F. (2013). Elevating marketing: marketing is dead! Long live marketing! Journal of the Academy of Marketing Science, 41(4), 389-399.
  • Wieland, H., Nariswari, A., & Akaka, M. A. (2021). On managerial relevance: reconciling the academic-practitioner divide through market theorizing. AMS Review, 1-20.
  • Wierenga, B. (2021). The study of important marketing issues in an evolving field. International Journal of Research in Marketing, 38(1), 18-28.
  • Wind, Yoram ‘Jerry’. (2019). Reimagine marketing. In A. Parvatiyar & R. Sisodia (Eds.), Handbook of Marketing Advances in the Era of Disruptions – Essays in Honor of Jagdish N. Sheth. New Delhi: Sage, 3-16.
  • Winer, R. S. (2014). The impact of marketing science research on practice: Comment. International Journal of Research in Marketing, 31 (2014), pp. 142-143
  • Wooliscroft, B. (2021). Macromarketing and the Systems Imperative. Journal of Macromarketing, 41(1), 116-123.
  • Yadav, M. S. (2010). The decline of conceptual articles and implications for knowledge development. Journal of Marketing, 74(1), 1–19.
  • Yadav, M. S. (2020). Reimagining marketing doctoral programs. AMS Review, 10(1), 56-64.
  • Zeithaml, V. A., Jaworski, B. J., Kohli, A. K., Tuli, K. R., Ulaga, W., & Zaltman, G. (2020). A theories-in-use approach to building marketing theory. Journal of Marketing, 84(1), 32-51.
There are 41 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Review Article
Authors

Faruk Güven 0000-0002-2440-585X

Publication Date December 8, 2021
Submission Date September 29, 2021
Published in Issue Year 2021 Volume: 3 Issue: 2

Cite

APA Güven, F. (2021). Pazarlamanın varoluşsal krizi ve geleceği. Ardahan Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 3(2), 175-183.