On the commodification of marketing knowledge: opening themes

Article Abstract:

It is understood that the same pressures that apply to communicating political policies do not apply to communicating marketing information, but it is necessary for the marketing industry to widen its knowledge of the modern communications environment. Over the last four decades, much printed literature has been published on marketing education, plenty of which has has reached the public domain. However, the growing availability of marketing knowledge and its increasingly transient nature has resulted in a dirth of new ideas and the marginalisation of marketing academics.

Beliefs, opinions and attitudes, Study and teaching, Marketing communications

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The nature of the product in market relationships: a pluri-signified product concept

Article Abstract:

Mainstream marketing theory assumes that ideas about products can be broken down into small elements. However, a new theory being developed suggests that products are the result of a tri-partite relationship between the consumer, the supplier and the product itself. The three participants are affected and changed by their relationship with each other and the environment around them. This theory carries implications for the theory and practice of product marketing.

Marketing NEC, Analysis, Products, Marketing research, Market research

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Marketing audits and auditing: diagnosis through intervention

Article Abstract:

A marketing audit is a useful diagnostic device in marketing planning, but there is often confusion about how a marketing audit can be conducted effectively, as there is a bias towards means rather than ends. A marketing audit should be able to aid collective action in the light of a diagnosis.

Practice, Management audit, Management audits

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