IDEAS home Printed from https://ideas.repec.org/p/pra/mprapa/30841.html
   My bibliography  Save this paper

Old and new approaches to marketing. The quest of their epistemological roots

Author

Listed:
  • Volpato, Giuseppe
  • Stocchetti, Andrea

Abstract

In recent years the marketing discipline faced a considerable increase in the number of approaches. Some of the new "labels" are probably just new names advertised to sell old products. But some may contain significant new issues that need to be identified and discussed. Do these new marketing denominations (viral, retro, vintage, postmodern, judo, tribal, buzz, and many more) identify distinctions on subjects being studied, without particular methodological implications, or rather, do new labels and new subjects imply orientations that start from different epistemological premises and involve different research methodologies? This paper try to investigate if the proliferation of labels related to alleged new methods of marketing analysis actually implies a distinctions of subjects being studied and different epistemological premises.

Suggested Citation

  • Volpato, Giuseppe & Stocchetti, Andrea, 2009. "Old and new approaches to marketing. The quest of their epistemological roots," MPRA Paper 30841, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:30841
    as

    Download full text from publisher

    File URL: https://mpra.ub.uni-muenchen.de/30841/1/MPRA_paper_30841.pdf
    File Function: original version
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Joseph Persky, 1995. "The Ethology of Homo Economicus," Journal of Economic Perspectives, American Economic Association, vol. 9(2), pages 221-231, Spring.
    2. Murray, Jeff B & Ozanne, Julie L, 1991. "The Critical Imagination: Emancipatory Interests in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 129-144, September.
    3. John Pheby, 1988. "Methodology and Economics," Palgrave Macmillan Books, Palgrave Macmillan, number 978-1-349-19258-8, December.
    4. Giuseppe Volpato & Andrea Stocchetti, 2008. "Managing product life cycle in the auto industry: evaluating carmakers effectiveness," International Journal of Automotive Technology and Management, Inderscience Enterprises Ltd, vol. 8(1), pages 22-41.
    5. Cova, Bernard, 1996. "The postmodern explained to managers: Implications for marketing," Business Horizons, Elsevier, vol. 39(6), pages 15-23.
    6. Gronroos, Christian, 1990. "Relationship approach to marketing in service contexts: The marketing and organizational behavior interface," Journal of Business Research, Elsevier, vol. 20(1), pages 3-11, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Cambra-Fierro, Jesús & Polo-Redondo, Yolanda & Trifu, Andreea, 2021. "Short-term and long-term effects of touchpoints on customer perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    2. Kozinets, Robert V., 2019. "YouTube utopianism: Social media profanation and the clicktivism of capitalist critique," Journal of Business Research, Elsevier, vol. 98(C), pages 65-81.
    3. Compeau, Larry D. & Monroe, Kent B. & Grewal, Dhruv & Reynolds, Kristy, 2016. "Expressing and defining self and relationships through everyday shopping experiences," Journal of Business Research, Elsevier, vol. 69(3), pages 1035-1042.
    4. Ndubisi, Nelson Oly, 2012. "Mindfulness, reliability, pre-emptive conflict handling, customer orientation and outcomes in Malaysia's healthcare sector," Journal of Business Research, Elsevier, vol. 65(4), pages 537-546.
    5. Oswaldo Gressani, 2015. "Endogeneous Quantal Response Equilibrium for Normal Form Games," DEM Discussion Paper Series 15-18, Department of Economics at the University of Luxembourg.
    6. Klaus Mohn, 2010. "Autism in Economics? A Second Opinion," Forum for Social Economics, Springer;The Association for Social Economics, vol. 39(2), pages 191-208, July.
    7. Robin Maialeh, 2019. "Generalization of results and neoclassical rationality: unresolved controversies of behavioural economics methodology," Quality & Quantity: International Journal of Methodology, Springer, vol. 53(4), pages 1743-1761, July.
    8. Dobni, Dawn & Ritchie, J. R. Brent & Zerbe, Wilf, 2000. "Organizational Values: The Inside View of Service Productivity," Journal of Business Research, Elsevier, vol. 47(2), pages 91-107, February.
    9. Nanda Kumar & Izak Benbasat, 2006. "Research Note: The Influence of Recommendations and Consumer Reviews on Evaluations of Websites," Information Systems Research, INFORMS, vol. 17(4), pages 425-439, December.
    10. Pitt, Leyland F. & Foreman, Susan K., 1999. "Internal Marketing Role in Organizations: A Transaction Cost Perspective," Journal of Business Research, Elsevier, vol. 44(1), pages 25-36, January.
    11. Dohmen, Thomas, 2014. "Behavioral labor economics: Advances and future directions," Labour Economics, Elsevier, vol. 30(C), pages 71-85.
    12. Haj-Salem, Narjes & Chebat, Jean-Charles, 2014. "The double-edged sword: The positive and negative effects of switching costs on customer exit and revenge," Journal of Business Research, Elsevier, vol. 67(6), pages 1106-1113.
    13. Victor I. Espinosa & William Hongsong Wang & Jesús Huerta de Soto, 2022. "Principles of Nudging and Boosting: Steering or Empowering Decision-Making for Behavioral Development Economics," Sustainability, MDPI, vol. 14(4), pages 1-18, February.
    14. Kushwaha, Gyaneshwar Singh & Agrawal, Shiv Ratan, 2015. "An Indian customer surrounding 7P׳s of service marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 85-95.
    15. Joanna Dzionek-Kozlowska, 2014. "Economics in Times of Crisis. In Search of a New Paradigm," Lodz Economics Working Papers 5/2014, University of Lodz, Faculty of Economics and Sociology.
    16. Annika Becker & Raik Stolletz & Thomas Stäblein, 2017. "Strategic ramp-up planning in automotive production networks," International Journal of Production Research, Taylor & Francis Journals, vol. 55(1), pages 59-78, January.
    17. Sebastian Kretschmer & Bettina Langfeldt & Christian Herzig & Thomas Krikser, 2021. "The Organic Mindset: Insights from a Mixed Methods Grounded Theory (MM-GT) Study into Organic Food Systems," Sustainability, MDPI, vol. 13(9), pages 1-21, April.
    18. Lai, Kee-Hung, 2003. "Market orientation in quality-oriented organizations and its impact on their performance," International Journal of Production Economics, Elsevier, vol. 84(1), pages 17-34, April.
    19. Xie, Dunjian & Hui, Hongxun & Ding, Yi & Lin, Zhenzhi, 2018. "Operating reserve capacity evaluation of aggregated heterogeneous TCLs with price signals," Applied Energy, Elsevier, vol. 216(C), pages 338-347.
    20. Spash, Clive L., 2012. "Ecological Economics and Philosophy of Science: Ontology, Epistemology, Methodology and Ideology," SRE-Discussion Papers 2012/03, WU Vienna University of Economics and Business.

    More about this item

    Keywords

    marketing trends; marketing epistemology;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pra:mprapa:30841. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Joachim Winter (email available below). General contact details of provider: https://edirc.repec.org/data/vfmunde.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.