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Contribution of philosophy to the advancement of marketing thought

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  • George Panigyrakis
  • Geon-Cheol Shin

Abstract

The four papers in this special issue revisit the core concepts and key functions of marketing through philosophy. They examine the discipline as it enters its maturity amidst unprecedented global socioeconomic turmoil. As the certainties of modernity and the individualism of postmodernity melt into the uncharted lands of metamodernity, they offer a kaleidoscopic view of the big issues faced by contemporary societies through a fascinatingly eclectic mix of topics, theoretical frameworks and methodological perspectives. They call for a clean break from amoralism and a wholehearted embracement of our role as facilitators of value coproduction and agents of the ethics of gentleness.

Suggested Citation

  • George Panigyrakis & Geon-Cheol Shin, 2014. "Contribution of philosophy to the advancement of marketing thought," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 24(3), pages 241-245, June.
  • Handle: RePEc:taf:jgsmks:v:24:y:2014:i:3:p:241-245
    DOI: 10.1080/21639159.2014.914655
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    File URL: http://hdl.handle.net/10.1080/21639159.2014.914655
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    References listed on IDEAS

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    1. Nathalie Collins & Jamie Murphy, 2014. "Communitas and civitas: an idiographic model of consumer collectives," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 24(3), pages 279-294, June.
    2. Joel Hietanen & Antti Sihvonen & Henrikki Tikkanen & Pekka Mattila, 2014. ""Managerial storytelling": how we produce managerial and academic stories in qualitative B2B case study research," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 24(3), pages 295-310, June.
    3. George Panigyrakis & Anna Zarkada, 2014. "A philosophical investigation of the transition from integrated marketing communications to metamodern meaning co-creation," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 24(3), pages 262-278, June.
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