Purpose – To show how the conceptual framework of the marketing discipline can be radically revised and rethought, to be better in tune with the realities of the producer‐consumer relationship in advanced societies in the twenty‐first century. Design/methodology/approach – Commissioned as a viewpoint, with permission to “think aloud”. Findings – Marketing thinkers need to broaden their horizons, look at the marketing phenomenon as consumers experience it, and be prepared to learn from research conducted far beyond the confines of conventional marketing theory. Specifically, the present‐day context of marketing demands increased attention to the relatively familiar concept of relationship marketing and the so far relatively unknown perspective called “critical marketing”. Research limitations/implications – There is much integrative work to be done in effectively integrating the wide range of theoretical inputs required to explain what “marketing” means today. Practical implications – Though the rethinking advocated may be challenging for marketing practitioners, the readings cited provide means for marketing educators to build the conceptual frameworks into applicable research and useful learning. Originality/value – A glimpse of the future.
Marketing Intelligence & Planning – Emerald Publishing
Published: Feb 13, 2007
Keywords: Marketing; Relationship marketing; Critical marketing
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