Resurrecting marketing: Focus on the phenomena!

Q1 Business, Management and Accounting

AMS Review Pub Date : 2022-12-13 DOI:10.1007/s13162-022-00245-z

Suvi Nenonen

引用次数: 2

Abstract

This commentary provides three complementary perspectives to the Hunt et al. (2022, in this issue) article “The marketing discipline’s troubled trajectory: The manifesto conversation, candidates for central focus, and prognosis for renewal.” First, the evolution of marketing as an academic discipline should be assessed also in relation to other fields. Second, it is time for an honest stocktake of the wider impact of marketing to societies and the biosphere. Third, an enduring and fruitful sense of community for marketing scholars could be found from marketing phenomena instead of the always contested theoretical perspectives.

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复活营销:关注现象!

这篇评论为Hunt等人提供了三个互补的视角。（2022年，本期）文章《营销学科的困境轨迹：宣言对话、中心关注的候选人和更新的预测》。首先，营销作为一门学术学科的发展也应与其他领域相关。其次，现在是时候诚实地评估营销对社会和生物圈的更广泛影响了。第三，市场营销学者可以从市场营销现象中找到一种持久而富有成果的共同体感，而不是一直争论不休的理论视角。

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.