Comment on: the commodification of marketing knowledge

Article Abstract:

It has been said that marketing knowledge is being treated as a commodity and that such treatment stifles new innovations and discoveries. Conclusions that there is a dearth of new ideas in contemporary marketing research journals have no supporting evidence and therefore the premise that marketing knowledge is becoming diluted is therefore also unsubstantiated. While controversial and new ideas should be encouraged, they must also be critically scrutinised to make sure that they are relevant to the development of marketing knowledge.

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A comment on: the commodification of marketing knowledge

Article Abstract:

There is a need for a revival in marketing knowledge and research if the premise that there is a dirth of new marketing ideas is to be overturned. Marketing professionals should remember that marketing must make use of many other fields of study and integrate them into a core of marketing knowledge. Marketing commodification can only have occurred if its professionals have allowed themselves to use inappropriate evaluation methods and involved themselves in irrelevant problems.

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A comment on: the commodification of marketing knowledge

Article Abstract:

It is widely accepted by many marketing academics that their role is changing and becoming less relevant. Although there is a growing market for all types of knowledge, there may not be a comparable interest in marketing knowledge. The apparent lessening of the purity of marketing knowledge must be tempered by the need for change and development. Such trends should be encouraged in order that the marketing profession can develop and progress.

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