On the marketing of marketing knowledge

Article Abstract:

The so-called commodification of marketing knowledge is said to have marginalised the authority of marketing academics and has forced them to use new kinds of persuasion to make their messages heard. However, the argument that marketing academics have lost their authority is incorrect. They have never had final authority over marketing knowledge and have always had to compete with other marketing professionals. It could be said that the assertion that marketing knowledge has become a commodity is contributing to marketing's problems, rather than solving them.

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Quality control versus innovation in research on marketing

Article Abstract:

It is claimed that marketing knowledge is being commoditised by marketing academics and that there is a dearth of new and innovative ideas. It is generally accepted that although there has been a significant increase in the number of published papers on marketing, there has not been an equivalent growth in new discoveries. It appears that the current system of research and publication over-emphasises quality control and belittles the main objective of marketing research, which is to make the system more sympathetic and effective.

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The four faces of commodification in the development of marketing knowledge

Article Abstract:

The marketing of marketing knowledge as if it was a commodity could lead to a degradation and dilution of the value of such knowledge, but the use of commodification is widespread in all contemporary academic marketing fields. The production of marketing knowledge is being corrupted by some aspects of commodification, such as the excessive power of reviewers at the major marketing publications, the financial incentives that motivate marketing research funding and the publishing of academic textbooks aimed at the mass market.

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• Abstracts: A comment on: the commodification of marketing knowledge. Comment on: the commodification of marketing knowledge

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