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Professional Ideology and Marketing Implementation

Professional Ideology and Marketing Implementation Argues that the widespread weakness of marketing implementation stems from the marketing discipline′s neglect of ideology in the organizational change process. By contrast with accountancy, marketing has failed to appreciate and develop its own “professional ideology”. Two short case studies demonstrate the various ways in which the mobilization of ideology can be important to achieving marketing‐led change. Concludes by suggesting some directions for the marketing profession′s development, especially for strengthening the credibility and exclusivity of its ideological claims. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Professional Ideology and Marketing Implementation

Richard Whittington; Richard Whipp
European Journal of Marketing , Volume 26 (1): 12 – Jan 1, 1992
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12 pages

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Publisher
Emerald Publishing
Copyright
Copyright © 1992 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569210007792
Publisher site
See Article on Publisher Site

Abstract

Argues that the widespread weakness of marketing implementation stems from the marketing discipline′s neglect of ideology in the organizational change process. By contrast with accountancy, marketing has failed to appreciate and develop its own “professional ideology”. Two short case studies demonstrate the various ways in which the mobilization of ideology can be important to achieving marketing‐led change. Concludes by suggesting some directions for the marketing profession′s development, especially for strengthening the credibility and exclusivity of its ideological claims.

Journal

European Journal of Marketing – Emerald Publishing

Published: Jan 1, 1992

Keywords: Ideologies; Marketing concepts; Organizational change

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