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Reducing the Capitalist Bias in Marketing

Reducing the Capitalist Bias in Marketing The marketing function is potentially a stumblingblock to joint ventures between the East and Westbecause marketing is conceived of andimplemented in very different ways in these twosystems. In the capitalist West, marketers viewtheir job as discovering what the ultimateconsumer wants and then winning sales by givingthem exactly what they desire. In the socialistEast this degree of decentralisation has nottraditionally existed, and the ultimate consumeris often not the decision maker who determineswhat products will be made and how they will goto market. Several useful paradigms of marketingare examined which, although not fashionablein the West, do provide a means for peopleinvolved in joint ventures to discuss the marketingfunction and the various goals served by it. Bybeing aware of these differing orientations,marketing can avoid sterile discussion which focusmerely on the customerorientated marketingmanagement approach so popular in the capitalistcountries today. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Decision Emerald Publishing

Reducing the Capitalist Bias in Marketing

Management Decision , Volume 28 (8) – Aug 1, 1990

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0025-1747
DOI
10.1108/EUM0000000000062
Publisher site
See Article on Publisher Site

Abstract

The marketing function is potentially a stumblingblock to joint ventures between the East and Westbecause marketing is conceived of andimplemented in very different ways in these twosystems. In the capitalist West, marketers viewtheir job as discovering what the ultimateconsumer wants and then winning sales by givingthem exactly what they desire. In the socialistEast this degree of decentralisation has nottraditionally existed, and the ultimate consumeris often not the decision maker who determineswhat products will be made and how they will goto market. Several useful paradigms of marketingare examined which, although not fashionablein the West, do provide a means for peopleinvolved in joint ventures to discuss the marketingfunction and the various goals served by it. Bybeing aware of these differing orientations,marketing can avoid sterile discussion which focusmerely on the customerorientated marketingmanagement approach so popular in the capitalistcountries today.

Journal

Management DecisionEmerald Publishing

Published: Aug 1, 1990

There are no references for this article.