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Marketing’s identity crisis: insights from the history of marketing thought

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Listed:
  • Adel El-Ansary

    (University of North Florida)

  • Eric H. Shaw

    (Florida Atlantic University)

  • William Lazer

    (Michigan State University)

Abstract

For almost half a century the broadening and generic concepts of marketing have been the dominant paradigm in the marketing discipline. However, ambiguities in that paradigm have hindered development of a general theory of marketing. This research takes a fresh look at these concepts that some academics regard as causing an identity crisis in marketing. Historical analysis reveals many practical applications, which arise from the broadening/generic paradigm, result in unresolvable theoretical anomalies. Consequently, a new paradigm is proposed. Marketing systems, we argue, provides a logically coherent foundation for building a general theory of marketing.

Suggested Citation

  • Adel El-Ansary & Eric H. Shaw & William Lazer, 2018. "Marketing’s identity crisis: insights from the history of marketing thought," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 5-17, June.
    • Handle: RePEc:spr:amsrev:v:8:y:2018:i:1:d:10.1007_s13162-017-0102-y
    DOI: 10.1007/s13162-017-0102-y
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    References listed on IDEAS

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    Cited by:

    1. Richard P. Bagozzi, 2018. "Three systems underpinning marketing behavior," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 23-29, June.
    2. Melissa Archpru Akaka & Kaisa Koskela-Huotari & Stephen L. Vargo, 2021. "Formalizing service-dominant logic as a general theory of markets: taking stock and moving forward," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 375-389, December.
    3. Aditya Shankar Mishra & Revti Raman Mishra, 2023. "Marketing Schools of Thought and Their Present Day Relevance," FIIB Business Review, , vol. 12(4), pages 351-361, December.
    4. Stephen L. Vargo & Linda Peters & Hans Kjellberg & Kaisa Koskela-Huotari & Suvi Nenonen & Francesco Polese & Debora Sarno & Claudia Vaughan, 2023. "Emergence in marketing: an institutional and ecosystem framework," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 2-22, January.
    5. Philip Kotler, 2018. "Why broadened marketing has enriched marketing," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 20-22, June.
    6. Nathaniel D. Line & Rodney C. Runyan & Tracy Gonzalez-Padron, 2019. "Multiple stakeholder market orientation: a service-dominant logic perspective of the market orientation paradigm," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 42-60, June.

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