Challenging the troubled status of the marketing discipline

Q1 Business, Management and Accounting

AMS Review Pub Date : 2022-12-06 DOI:10.1007/s13162-022-00242-2

Anders Gustafsson, Tohid Ghanbarpour

引用次数: 1

Abstract

Marketing is a central discipline across all contexts that involve customers as stakeholders. The purpose of the academic discipline of marketing is to develop theoretically informed but practical advice for organizations to help them better navigate the constantly evolving markets. We argue that although marketing as a discipline does have some challenges, it is essentially in a good position to add value to society and organizations due to its focus on understanding customers and transforming this information into action. However, to improve as a discipline, we need to create a better balance between; rigor and relevance, research and education, and across sub-disciplines (strategy, modeling, and consumer behavior).

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挑战市场营销学科的困境状态

市场营销是一门贯穿所有涉及客户利益相关者的环境的核心学科。市场营销学科的目的是为组织提供理论信息和实用建议，以帮助他们更好地驾驭不断变化的市场。我们认为，尽管市场营销作为一门学科确实存在一些挑战，但由于它专注于了解客户并将这些信息转化为行动，因此它本质上处于为社会和组织增加价值的良好位置。然而，作为一门学科，我们需要创造一个更好的平衡;严谨性和相关性，研究和教育，以及跨子学科(战略，建模和消费者行为)。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

AMS Review Business, Management and Accounting-Marketing

CiteScore

14.60

自引率

0.00%

发文量

期刊介绍： The AMS Review is positioned to be the premier journal in marketing that focuses exclusively on conceptual contributions across all sub-disciplines of marketing. It publishes articles that advance the development of market and marketing theory.The AMS Review is receptive to different philosophical perspectives and levels of analysis that range from micro to macro. Especially welcome are manuscripts that integrate research and theory from non-marketing disciplines such as management, sociology, economics, psychology, geography, anthropology, or other social sciences. Examples of suitable manuscripts include those incorporating conceptual and organizing frameworks or models, those extending, comparing, or critically evaluating existing theories, and those suggesting new or innovative theories. Comprehensive and integrative syntheses of research literatures (including quantitative and qualitative meta-analyses) are encouraged, as are paradigm-shifting manuscripts.Manuscripts that focus on purely descriptive literature reviews, proselytize research methods or techniques, or report empirical research findings will not be considered for publication. The AMS Review does not publish manuscripts focusing on practitioner advice or marketing education.