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It’s all about marketing! Exploring the social perception in the Italian context

Author

Listed:
  • Vittoria Marino

    (University of Salerno)

  • Riccardo Resciniti

    (University of Sannio)

  • Mario D’Arco

    (University of Salerno)

Abstract

This research discusses the social perception of marketing in the Italian context. The authors conducted a qualitative and quantitative content analysis of Facebook statuses. From data analysis emerged that marketing receives any kind of public criticism. The most evident accusation regards the adoption of misleading actions, manipulation, and pervasiveness. The study also reveals an accentuated confusion about what marketing really is as a discipline and in practice. Non-marketing people tend to depict marketing as the art of selling stuff. This negative view contrasts with the image that academic community and Organisations, such as the American Marketing Associations, wish to convey about marketing discipline.

Suggested Citation

  • Vittoria Marino & Riccardo Resciniti & Mario D’Arco, 2020. "It’s all about marketing! Exploring the social perception in the Italian context," Italian Journal of Marketing, Springer, vol. 2020(1), pages 7-23, March.
    • Handle: RePEc:spr:ijmark:v:2020:y:2020:i:1:d:10.1007_s43039-020-00004-7
    DOI: 10.1007/s43039-020-00004-7
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    References listed on IDEAS

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    Cited by:

    1. Francesca Pratesi & Lala Hu & Riccardo Rialti & Lamberto Zollo & Monica Faraoni, 2021. "Cultural dimensions in online purchase behavior: Evidence from a cross-cultural study," Italian Journal of Marketing, Springer, vol. 2021(3), pages 227-247, September.

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