The Social Construction of New Marketing Paradigms: The Influence of Personal Perspective

Adrian Palmer, Sharon Ponsonby

    Research output: Contribution to journalArticle

    Abstract

    Marketing is no stranger to "big new ideas" which purport to be new paradigms for the study of the discipline. Relationship marketing, one-to-one marketing and post- modern marketing typify recent ideas, which have gained much support. However, it is widely recognised that, compared to the natural sciences, the marketing discipline has created relatively little knowledge which can be described as genuinely new. In the absence of any objective reality, marketing knowledge reflects the interpretation of reality by individuals. Surprisingly, relatively little analysis has been undertaken into the source of new marketing ideas and the influence of social construction on these ideas. This paper presents a review of contemporary "new marketing" paradigms and uses a framework of time, place and role to explain the derivation of these ideas. It is concluded that proclamations of new marketing may say more about the proclaimer than the subject being proclaimed.
    LanguageEnglish
    Pages173-192
    JournalJournal of Marketing Management
    Volume18
    Issue number1-2
    DOIs
    Publication statusPublished - 2002

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    Paradigm
    Social construction
    Marketing
    Stranger
    One-to-one marketing

    Cite this

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    title = "The Social Construction of New Marketing Paradigms: The Influence of Personal Perspective",
    abstract = "Marketing is no stranger to {"}big new ideas{"} which purport to be new paradigms for the study of the discipline. Relationship marketing, one-to-one marketing and post- modern marketing typify recent ideas, which have gained much support. However, it is widely recognised that, compared to the natural sciences, the marketing discipline has created relatively little knowledge which can be described as genuinely new. In the absence of any objective reality, marketing knowledge reflects the interpretation of reality by individuals. Surprisingly, relatively little analysis has been undertaken into the source of new marketing ideas and the influence of social construction on these ideas. This paper presents a review of contemporary {"}new marketing{"} paradigms and uses a framework of time, place and role to explain the derivation of these ideas. It is concluded that proclamations of new marketing may say more about the proclaimer than the subject being proclaimed.",
    author = "Adrian Palmer and Sharon Ponsonby",
    note = "Reference text: Ambler, T. (1988), “Why is Marketing Not Measuring Up?”, Marketing, September 24, pp. 24-25 American Marketing Association (1988), “Developing, Disseminating and Utilising Marketing Knowledge”, Journal of Marketing, Vol. 54, No. 4, pp. 1-25 Atsumi, R. (1979), “Tsukiai - Obligatory Personal Relationships of Japanese White-Collar Employees”, Human Organization, Vol. 38, pp. 63-70 Aubet, M. (1987), The Phoenicians and the West: Politics, Colonies and Trade, trans. Turton, M., Cambridge, Cambridge University Press Baker, M.J. (1991), The Marketing Book, 2nd edition, Oxford, Heinemann Bauman, Z. (1998), Postmodernism and its Discontents, London, Polity Beam, H.H. and Carey, T.A. (1989), “Could You Succeed in Small Business”, Business Horizons, Vol. 32, No. 5, pp. 65-69 Beenstock, S. (1998), “Raising Brands’ Stock in the City”, Marketing, November 26, pp. 26-28 Beer, M. and Eisenstat, R.A. (1996), “Learning the capabilities needed to implement strategic change”. In: Blackwell Cases in Human Resource and Change Management (Ed.), Storey, J., Oxford, Blackwell Bennett, A.R. (1997), “The Five V’s - A Buyer’s Perspective of the Marketing Mix”, Marketing Intelligence and Planning, Vol. 15, Nos. 2-3, pp. 151-157 Billig, M.S. (1994), “The Death and Rebirth of Entrepreneurism on Negros Island, Philippines: A Critique of Cultural Theories of Enterprise”, Journal of Economic Issues, Vol. 28, No. 3, September, pp. 659-79 Boydell, T. (1977), BACIE Conference, July, London Brady, J. and Davis, I. (1993), “Marketing’s Mid-Life Crisis”, The McKinsey Quarterly, Vol. 2, pp. 17-28 Brown, S. (1995), Postmodern Marketing, Routledge, London Brown, S. (1997), “Sixty-Six and All That”, European Journal of Marketing, Vol. 31, Nos. 9-10, pp. 639- 654 Burgin, V. (1986), The End of Art Theory: Criticism and Postmodernity, Basingstoke, Macmillan Burns, P. (1989), “Objective Setting”, Business Quarterly, Vol. 54, No. 2, pp. 75- 80 Campbell, A. (1975), The Mechanics of Enlightenment, An Examination of the Teaching of the Maharishi Mahesh Yogi, London, Victor Gollancz Ltd. Cavanagh R.E. and Clifford, D.K. (1986), The Winning Performance, London, Sidgwick and Jackson Chan , A. (1997), “Corporate Culture of a Clan Organization”, Management Decision, Vol. 35, Nos.1-2, pp. 94-100 Christopher, M., Payne, A. and Ballantyne, D. (1991), Relationship Marketing, Downloaded by [University of Ulster at Coleraine] at 02:56 08 April 2013 188 Adrian Palmer and Sharon Ponsonby Heinemann, Oxford Clegg, P. (1956), A Social and Economic History of Britain 1760-1955, London, Hassap Collier, D. (1991), “New Marketing Mix Stresses Service”, Journal of Business Strategy, Vol. 12, No. 2, pp. 42-45 Curtis, J. (1999), “Cards Versus Cuts in the Loyalty War”, Marketing, Oct 7, pp.37-39 Davis, S.M. and Moe, K. (1997), “Bringing Innovation to Life”, Journal of Consumer Marketing, Vol. 14, Nos. 4-5, pp. 338- 62 Dholakia, N., Firat, F. and Bagozzi, R. (1980), “The de-Americanization of marketing thought: in search of a contextual basis”. In: Theoretical Development in Marketing (Eds) Lamb, C.W. and Dunne, P.M., Chicago, American Marketing Association, pp. 25-29 DiMaggio, Paul J. (1988), “Interest and agency in institutional theory”. In: Institutional Patterns and Organizations: Culture and Environment (Ed.) Zucker, L., Cambridge, MA, Ballinger, pp. 3-21 Dobbins, R. and Pettmann, B. (1997), “Self-Development: The Nine Basic Skills for Business Success”, Journal of Management Development, Vol. 16, Nos. 7-8, pp. 517-668 Doyle, P., Wong, J. and Saunders,V. (1992), “Competition in Global Markets: A Case Study of American and Japanese Companies in the British Market”, Journal of International Business Studies, Vol. 23, No. 3, pp. 419- 43 Drucker, P. (1954), The Practice of Management, New York, Harper and Row Drucker, P. (1988), “The Coming of the New Organization”, Harvard Business Review, Vol. 66, No. 1, pp. 45-53 Genestre, A., Herbig, P. and Shao, A. (1995), “What Does Marketing Really Mean to the Japanese?”, Marketing Intelligence and Planning, Vol. 13, No. 9, September, pp. 16-28 Gofton, K. (1999), “Data Firms React to Survey Fatigue; A Recent Mistake Over Lifestyle Questionnaires has Forced Marketers to Seriously Re- Evaluate Their Approach to Customers”, Marketing, April 29, pp. 29-31 Goodwin, F. (1998), “Simplicity Ends Confusion”, Marketing, June 11, p. 15 Grant, J. (1999), The New Marketing Manifesto; The 12 Rules for Building Successful Brands in the 21st Century, Orion Business Gronr{\"o}os, C. (1997), “From Marketing Mix to Relationship Marketing- Towards a Paradigm Shift in Marketing”, Management Decision, Vol. 35, No. 3, pp. 322-40 Gummesson, E. (1994), “Making Relationship Marketing Operational”, International Journal of Services Management, Vol. 5, No. 5, pp. 5-20 Gummesson, E. (1997), “Relationship Marketing as a Paradigm Shift: Some Conclusions from the 30R Approach”, Management Decision, Vol. 35, Nos. 3-4, pp. 267-73 Downloaded by [University of Ulster at Coleraine] at 02:56 08 April 2013 The Social Construction of New Marketing Paradigms 189 Gummesson, E. (1999), Total Relationship Marketing, Butterworth Heinemann, London Hamlin, B., Reidy, M. and Stewart, J. (1997), “Changing the Management Culture in One Part of the British Civil Service Through Visionary Leadership and Strategically Led Research-Based OD Interventions”, Journal of Applied Management Studies, Vol. 6, No. 2, pp. 233-52 Handelman, J.M. and Arnold, S.J. (1999), “The Role of Marketing Actions With a Social Dimension: Appeals to the Institutional Environment”, Journal of Marketing, Vol. 63, No. 3, July, p. 33 Jencks, C. (1987), Postmodernism: The New Classicism in Art and Architecture, London, Academy Editions Kahil, O. and Harcar, T. (1995), “Relationship Marketing and Data Quality Management”, S.A.M. Advanced Management Journal, Vol. 64, No. 2, pp. 26- 33 Kandampully, J. and Duddy, R. (1999), “Relationship Marketing: A Concept Beyond The Primary Relationship”, Marketing Intelligence and Planning, Vol. 17, No. 7, pp. 315-323 Kanter, R. M. (1989), When Giants Learn to Dance, New York, Simon and Schuster Kaye, M. and Dyason, M. (1999), “Customer Value-Driven Strategies”, Total Quality Management, July, pp. 594 Knox, S. (1998), “Loyal to the Core”, Campaign, July 3, pp. 30-32 Koslowsky, S. (1999), “Reducing Your Risk: What’s Happening in Retail Database Marketing”, Direct Marketing, Vol. 61, No. 9, January, pp. 40-44 Kotler, P. and Fahey, L. (1982), “The World’s Champion Marketers: the Japanese”, Journal of Business Strategy, Vol. 2, pp. 3-13 Kurt Salmon Associates (1993), “Efficient Consumer Response: Enhancing Consumer Value in the Grocery Industry,” Food Marketing Institute Report 9-526, Washington, DC, Food Marketing Institute Larsen, M. (1976), The Old Assyrian City-State and its Colonies, Copenhagen, Akademisk Forlag Leppard J.W. and McDonald, M. (1991), “Marketing Planning and Corporate Culture: A Conceptual Framework Which Examines Management Attitudes in the Context of Marketing Planning”, Journal of Marketing Management, Vol. 7, pp. 213-235 Leppard, J.W. (1987), Marketing Planning and Corporate Culture, M.Phil Thesis, Cranfield Institute of Technology. McCarthy, E.J. (1964), Basic Marketing, A Managerial Approach, Homewood, IL, Irwin McCloskey, D. (1985), The Rhetoric of Economics, Madison, University of Wisconsin Press McDonagh, P. (1995), “Radical Change Through Rigorous Review? A Downloaded by [University of Ulster at Coleraine] at 02:56 08 April 2013 190 Adrian Palmer and Sharon Ponsonby Commentary on the Commodification of Marketing Knowledge”, Journal of Marketing Management, Vol. 11, No. 7, October, pp. 675-679 Mitchell, A. (1998), “Concentrate on How to Serve Your Existing Customers Better”, Management Today, January, pp. 84-86 Moore, K. and Lewis, D. (1998), “The First Multi-Nationals: Assyria Circa 2000BC”, Management International Review, Vol. 38, No. 2, pp. 95-108 Murphy, C. (1998), “Tesco Customer Numbers Rocket”, Marketing, October 29, p. 6 Murray, J.A. and O’ Driscoll, A. (1997), “Messianic Eschatology: Some Redemptive Reflections on Marketing and the Benefits of a Process Approach”, European Journal of Marketing, Vol. 31, Nos. 9-10, pp. 706-20 Nadherny, C.C. (1998), The “New Frontier” Direct Marketer, Direct Marketing, Vol. 61, No. 3, pp. 22-27 Nencel, L. and Pels, P. (Eds)(1991), Constructing Knowledge: Authority and Critique in Social Science, London, Sage Nickels, W.G. and Jolson, M.A. (1976), “Packaging- The Fifth P in the Marketing Mix”, Advanced Management Journal, Winter, pp. 13-34 Nilson, T.H. (1995), Chaos Marketing, London, McGraw-Hill Book Company O’Malley, L. and Patterson, M. (1998), “Vanishing Point: The Mix Management Paradigm Re-Viewed”, Journal of Marketing Management, Vol. 14, pp. 829-851 O’Malley, Patterson, M. and Evans, M. (1997), “Intimacy or Intrusion? The Privacy Dilemma for Relationship Marketing in Consumer Markets”, Journal of Marketing Management, Vol. 13, No. 6, pp. 541-559 O’Shaughnessy, J. (1997), “Temerarious Directions for Marketing”, European Journal of Marketing, Vol. 31, Nos. 9-10, pp. 677-705 Orlin, L. (1970), Assyrian Colonies in Cappodocia, The Hague, Mouton Parasuraman, A, Zeithaml, V. and Berry, L. (1988), “SERVQUAL: A Multiple- Item Scale for Measuring Consumer Perceptions of Quality”, Journal of Retailing, Vol. 64, No. 1, pp. 12-41 Patten, D. (1989), Successful Marketing for the Small Business, London, Routledge Pearce, M. (1997), “The True Science of Nurturing”, Marketing, July 31, pp. S06-9 Peppers, D. and Rodgers, M. (1995), “A New Marketing Paradigm: Share of Customer Not Market Share”, Planning Review, Vol. 23, No. 2, pp. 14 Pitt, J. (1988), Theories of Explanation, Oxford, Oxford University Press Platten, D. (1986), “Postmodern Engineering”, Civil Engineering, Vol. 56, No. 6, pp. 84-6 Randolph, W. A. (1995), “Navigating the Journey to Empowerment”, Organizational Dynamics, Vol. 23, No. 4, pp. 19-32 Reneghan, L. P. (1981), “A New Marketing Mix for the Hospitality Industry”, Downloaded by [University of Ulster at Coleraine] at 02:56 08 April 2013 The Social Construction of New Marketing Paradigms 191 Cornell Hotel and Restaurant Administration Quarterly, August, pp. 31-36 Rosneau, P.M. (1992), Postmodernism and the Social Sciences, Princeton, Princeton University Press Salaman, G. (1996), “Change and continuity”. In: Blackwell Cases in Human Resource and Change Management (Ed.) Storey, J., Oxford, Blackwell Scott, W. R. (1987), “The Adolescence of Institutional Theory”, Administrative Science Quarterly, Vol. 32, December, pp. 493-511 Simon, H. (1996), “You Don’t Have to be German to be a ‘Hidden Champion’”, Business Strategy Review, Vol. 7, No. 2, pp. 1-12 Slater, S.F and Narver, J.C. (1995), “Marketing Orientation and the Learning Organisation”, Journal of Marketing, Vol. 59, No. 4, pp. 63-74 Smith, P.A.C. and Saint-Onge, H. (1996), “The Evolutionary Organisation: Avoiding the Titanic Fate”, The Learning Organisation, Vol. 3, No. 4, pp. 4- 21 Soja, E.W. (1989), Postmodern Geographies: The Reassertion of Space in Critical Social Theory, London, Verso Stanworth, J. and Gray, C. (Eds) (1991), Bolton 20 Years On: The Small Firm in the 1990s, London, Paul Chapman Publishing Starkey, K. (1998), “What Can We Learn From The Learning Organization?”, Human Relations, Vol. 51, No. 4, April, pp. 531-47 The Times (1999)a, “Ryanair Shareholders Reduce Their Stakes Through Public Offerings”, May 29, p. 26 The Times (1999)b, “Unilever to Purge Three Out of Four Brands”, September 22, p. 29 Trigger, B., Kemp. B. and Trigger, B. (1983), Ancient Egypt: A Social History, Cambridge, Cambridge University Press Tsang, W.K. (1998), “Can Quanxi be a Source of Sustained Competitive Advantage for Doing Business in China”, The Academy of Management Executive, Vol. 12, No. 2, May, pp. 64-74 Tylee, J. (1998), “Heinz Gets Burnt in Customer Magazine Market, Campaign, June 5, p. 14 Vandermerwe, S. and Birley, S. (1997), “The Corporate Entrepreneur: Leading Organisational Transformation”, Long Range Planning, Vol. 30, No. 3, pp. 345-352 Van Waterschoot, W. and Van den Bulte, C. (1992), “The 4P Classification of the Marketing Mix Revisited”, Journal of Marketing, Vol. 56, No. 4, October, pp. 83-94 Wagner, J.A. and Hollenbeck, J.R. (1995), Management of Organizational Behavior, 2nd edition, Englewood Cliffs, NJ, Prentice-Hall Waterman, R.H. (1988), The Renewal Factor, Bantam Westen, D. (1985), Self and Society, Narcissism, Collectivism, and The Development of Morals, Cambridge, Cambridge University Press Downloaded",
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    The Social Construction of New Marketing Paradigms: The Influence of Personal Perspective. / Palmer, Adrian; Ponsonby, Sharon.

    In: Journal of Marketing Management, Vol. 18, No. 1-2, 2002, p. 173-192.

    Research output: Contribution to journalArticle

    TY - JOUR

    T1 - The Social Construction of New Marketing Paradigms: The Influence of Personal Perspective

    AU - Palmer, Adrian

    AU - Ponsonby, Sharon

    N1 - Reference text: Ambler, T. (1988), “Why is Marketing Not Measuring Up?”, Marketing, September 24, pp. 24-25 American Marketing Association (1988), “Developing, Disseminating and Utilising Marketing Knowledge”, Journal of Marketing, Vol. 54, No. 4, pp. 1-25 Atsumi, R. (1979), “Tsukiai - Obligatory Personal Relationships of Japanese White-Collar Employees”, Human Organization, Vol. 38, pp. 63-70 Aubet, M. (1987), The Phoenicians and the West: Politics, Colonies and Trade, trans. Turton, M., Cambridge, Cambridge University Press Baker, M.J. (1991), The Marketing Book, 2nd edition, Oxford, Heinemann Bauman, Z. (1998), Postmodernism and its Discontents, London, Polity Beam, H.H. and Carey, T.A. (1989), “Could You Succeed in Small Business”, Business Horizons, Vol. 32, No. 5, pp. 65-69 Beenstock, S. (1998), “Raising Brands’ Stock in the City”, Marketing, November 26, pp. 26-28 Beer, M. and Eisenstat, R.A. (1996), “Learning the capabilities needed to implement strategic change”. In: Blackwell Cases in Human Resource and Change Management (Ed.), Storey, J., Oxford, Blackwell Bennett, A.R. (1997), “The Five V’s - A Buyer’s Perspective of the Marketing Mix”, Marketing Intelligence and Planning, Vol. 15, Nos. 2-3, pp. 151-157 Billig, M.S. (1994), “The Death and Rebirth of Entrepreneurism on Negros Island, Philippines: A Critique of Cultural Theories of Enterprise”, Journal of Economic Issues, Vol. 28, No. 3, September, pp. 659-79 Boydell, T. (1977), BACIE Conference, July, London Brady, J. and Davis, I. (1993), “Marketing’s Mid-Life Crisis”, The McKinsey Quarterly, Vol. 2, pp. 17-28 Brown, S. (1995), Postmodern Marketing, Routledge, London Brown, S. (1997), “Sixty-Six and All That”, European Journal of Marketing, Vol. 31, Nos. 9-10, pp. 639- 654 Burgin, V. (1986), The End of Art Theory: Criticism and Postmodernity, Basingstoke, Macmillan Burns, P. (1989), “Objective Setting”, Business Quarterly, Vol. 54, No. 2, pp. 75- 80 Campbell, A. (1975), The Mechanics of Enlightenment, An Examination of the Teaching of the Maharishi Mahesh Yogi, London, Victor Gollancz Ltd. Cavanagh R.E. and Clifford, D.K. (1986), The Winning Performance, London, Sidgwick and Jackson Chan , A. (1997), “Corporate Culture of a Clan Organization”, Management Decision, Vol. 35, Nos.1-2, pp. 94-100 Christopher, M., Payne, A. and Ballantyne, D. (1991), Relationship Marketing, Downloaded by [University of Ulster at Coleraine] at 02:56 08 April 2013 188 Adrian Palmer and Sharon Ponsonby Heinemann, Oxford Clegg, P. (1956), A Social and Economic History of Britain 1760-1955, London, Hassap Collier, D. (1991), “New Marketing Mix Stresses Service”, Journal of Business Strategy, Vol. 12, No. 2, pp. 42-45 Curtis, J. (1999), “Cards Versus Cuts in the Loyalty War”, Marketing, Oct 7, pp.37-39 Davis, S.M. and Moe, K. (1997), “Bringing Innovation to Life”, Journal of Consumer Marketing, Vol. 14, Nos. 4-5, pp. 338- 62 Dholakia, N., Firat, F. and Bagozzi, R. (1980), “The de-Americanization of marketing thought: in search of a contextual basis”. In: Theoretical Development in Marketing (Eds) Lamb, C.W. and Dunne, P.M., Chicago, American Marketing Association, pp. 25-29 DiMaggio, Paul J. (1988), “Interest and agency in institutional theory”. In: Institutional Patterns and Organizations: Culture and Environment (Ed.) Zucker, L., Cambridge, MA, Ballinger, pp. 3-21 Dobbins, R. and Pettmann, B. (1997), “Self-Development: The Nine Basic Skills for Business Success”, Journal of Management Development, Vol. 16, Nos. 7-8, pp. 517-668 Doyle, P., Wong, J. and Saunders,V. (1992), “Competition in Global Markets: A Case Study of American and Japanese Companies in the British Market”, Journal of International Business Studies, Vol. 23, No. 3, pp. 419- 43 Drucker, P. (1954), The Practice of Management, New York, Harper and Row Drucker, P. (1988), “The Coming of the New Organization”, Harvard Business Review, Vol. 66, No. 1, pp. 45-53 Genestre, A., Herbig, P. and Shao, A. (1995), “What Does Marketing Really Mean to the Japanese?”, Marketing Intelligence and Planning, Vol. 13, No. 9, September, pp. 16-28 Gofton, K. (1999), “Data Firms React to Survey Fatigue; A Recent Mistake Over Lifestyle Questionnaires has Forced Marketers to Seriously Re- Evaluate Their Approach to Customers”, Marketing, April 29, pp. 29-31 Goodwin, F. (1998), “Simplicity Ends Confusion”, Marketing, June 11, p. 15 Grant, J. (1999), The New Marketing Manifesto; The 12 Rules for Building Successful Brands in the 21st Century, Orion Business Gronröos, C. (1997), “From Marketing Mix to Relationship Marketing- Towards a Paradigm Shift in Marketing”, Management Decision, Vol. 35, No. 3, pp. 322-40 Gummesson, E. (1994), “Making Relationship Marketing Operational”, International Journal of Services Management, Vol. 5, No. 5, pp. 5-20 Gummesson, E. (1997), “Relationship Marketing as a Paradigm Shift: Some Conclusions from the 30R Approach”, Management Decision, Vol. 35, Nos. 3-4, pp. 267-73 Downloaded by [University of Ulster at Coleraine] at 02:56 08 April 2013 The Social Construction of New Marketing Paradigms 189 Gummesson, E. (1999), Total Relationship Marketing, Butterworth Heinemann, London Hamlin, B., Reidy, M. and Stewart, J. (1997), “Changing the Management Culture in One Part of the British Civil Service Through Visionary Leadership and Strategically Led Research-Based OD Interventions”, Journal of Applied Management Studies, Vol. 6, No. 2, pp. 233-52 Handelman, J.M. and Arnold, S.J. (1999), “The Role of Marketing Actions With a Social Dimension: Appeals to the Institutional Environment”, Journal of Marketing, Vol. 63, No. 3, July, p. 33 Jencks, C. (1987), Postmodernism: The New Classicism in Art and Architecture, London, Academy Editions Kahil, O. and Harcar, T. (1995), “Relationship Marketing and Data Quality Management”, S.A.M. Advanced Management Journal, Vol. 64, No. 2, pp. 26- 33 Kandampully, J. and Duddy, R. (1999), “Relationship Marketing: A Concept Beyond The Primary Relationship”, Marketing Intelligence and Planning, Vol. 17, No. 7, pp. 315-323 Kanter, R. M. (1989), When Giants Learn to Dance, New York, Simon and Schuster Kaye, M. and Dyason, M. (1999), “Customer Value-Driven Strategies”, Total Quality Management, July, pp. 594 Knox, S. (1998), “Loyal to the Core”, Campaign, July 3, pp. 30-32 Koslowsky, S. (1999), “Reducing Your Risk: What’s Happening in Retail Database Marketing”, Direct Marketing, Vol. 61, No. 9, January, pp. 40-44 Kotler, P. and Fahey, L. (1982), “The World’s Champion Marketers: the Japanese”, Journal of Business Strategy, Vol. 2, pp. 3-13 Kurt Salmon Associates (1993), “Efficient Consumer Response: Enhancing Consumer Value in the Grocery Industry,” Food Marketing Institute Report 9-526, Washington, DC, Food Marketing Institute Larsen, M. (1976), The Old Assyrian City-State and its Colonies, Copenhagen, Akademisk Forlag Leppard J.W. and McDonald, M. (1991), “Marketing Planning and Corporate Culture: A Conceptual Framework Which Examines Management Attitudes in the Context of Marketing Planning”, Journal of Marketing Management, Vol. 7, pp. 213-235 Leppard, J.W. (1987), Marketing Planning and Corporate Culture, M.Phil Thesis, Cranfield Institute of Technology. McCarthy, E.J. (1964), Basic Marketing, A Managerial Approach, Homewood, IL, Irwin McCloskey, D. (1985), The Rhetoric of Economics, Madison, University of Wisconsin Press McDonagh, P. (1995), “Radical Change Through Rigorous Review? A Downloaded by [University of Ulster at Coleraine] at 02:56 08 April 2013 190 Adrian Palmer and Sharon Ponsonby Commentary on the Commodification of Marketing Knowledge”, Journal of Marketing Management, Vol. 11, No. 7, October, pp. 675-679 Mitchell, A. (1998), “Concentrate on How to Serve Your Existing Customers Better”, Management Today, January, pp. 84-86 Moore, K. and Lewis, D. (1998), “The First Multi-Nationals: Assyria Circa 2000BC”, Management International Review, Vol. 38, No. 2, pp. 95-108 Murphy, C. (1998), “Tesco Customer Numbers Rocket”, Marketing, October 29, p. 6 Murray, J.A. and O’ Driscoll, A. (1997), “Messianic Eschatology: Some Redemptive Reflections on Marketing and the Benefits of a Process Approach”, European Journal of Marketing, Vol. 31, Nos. 9-10, pp. 706-20 Nadherny, C.C. (1998), The “New Frontier” Direct Marketer, Direct Marketing, Vol. 61, No. 3, pp. 22-27 Nencel, L. and Pels, P. (Eds)(1991), Constructing Knowledge: Authority and Critique in Social Science, London, Sage Nickels, W.G. and Jolson, M.A. (1976), “Packaging- The Fifth P in the Marketing Mix”, Advanced Management Journal, Winter, pp. 13-34 Nilson, T.H. (1995), Chaos Marketing, London, McGraw-Hill Book Company O’Malley, L. and Patterson, M. (1998), “Vanishing Point: The Mix Management Paradigm Re-Viewed”, Journal of Marketing Management, Vol. 14, pp. 829-851 O’Malley, Patterson, M. and Evans, M. (1997), “Intimacy or Intrusion? The Privacy Dilemma for Relationship Marketing in Consumer Markets”, Journal of Marketing Management, Vol. 13, No. 6, pp. 541-559 O’Shaughnessy, J. (1997), “Temerarious Directions for Marketing”, European Journal of Marketing, Vol. 31, Nos. 9-10, pp. 677-705 Orlin, L. (1970), Assyrian Colonies in Cappodocia, The Hague, Mouton Parasuraman, A, Zeithaml, V. and Berry, L. (1988), “SERVQUAL: A Multiple- Item Scale for Measuring Consumer Perceptions of Quality”, Journal of Retailing, Vol. 64, No. 1, pp. 12-41 Patten, D. (1989), Successful Marketing for the Small Business, London, Routledge Pearce, M. (1997), “The True Science of Nurturing”, Marketing, July 31, pp. S06-9 Peppers, D. and Rodgers, M. (1995), “A New Marketing Paradigm: Share of Customer Not Market Share”, Planning Review, Vol. 23, No. 2, pp. 14 Pitt, J. (1988), Theories of Explanation, Oxford, Oxford University Press Platten, D. (1986), “Postmodern Engineering”, Civil Engineering, Vol. 56, No. 6, pp. 84-6 Randolph, W. A. (1995), “Navigating the Journey to Empowerment”, Organizational Dynamics, Vol. 23, No. 4, pp. 19-32 Reneghan, L. P. (1981), “A New Marketing Mix for the Hospitality Industry”, Downloaded by [University of Ulster at Coleraine] at 02:56 08 April 2013 The Social Construction of New Marketing Paradigms 191 Cornell Hotel and Restaurant Administration Quarterly, August, pp. 31-36 Rosneau, P.M. (1992), Postmodernism and the Social Sciences, Princeton, Princeton University Press Salaman, G. (1996), “Change and continuity”. In: Blackwell Cases in Human Resource and Change Management (Ed.) Storey, J., Oxford, Blackwell Scott, W. R. (1987), “The Adolescence of Institutional Theory”, Administrative Science Quarterly, Vol. 32, December, pp. 493-511 Simon, H. (1996), “You Don’t Have to be German to be a ‘Hidden Champion’”, Business Strategy Review, Vol. 7, No. 2, pp. 1-12 Slater, S.F and Narver, J.C. (1995), “Marketing Orientation and the Learning Organisation”, Journal of Marketing, Vol. 59, No. 4, pp. 63-74 Smith, P.A.C. and Saint-Onge, H. (1996), “The Evolutionary Organisation: Avoiding the Titanic Fate”, The Learning Organisation, Vol. 3, No. 4, pp. 4- 21 Soja, E.W. (1989), Postmodern Geographies: The Reassertion of Space in Critical Social Theory, London, Verso Stanworth, J. and Gray, C. (Eds) (1991), Bolton 20 Years On: The Small Firm in the 1990s, London, Paul Chapman Publishing Starkey, K. (1998), “What Can We Learn From The Learning Organization?”, Human Relations, Vol. 51, No. 4, April, pp. 531-47 The Times (1999)a, “Ryanair Shareholders Reduce Their Stakes Through Public Offerings”, May 29, p. 26 The Times (1999)b, “Unilever to Purge Three Out of Four Brands”, September 22, p. 29 Trigger, B., Kemp. B. and Trigger, B. (1983), Ancient Egypt: A Social History, Cambridge, Cambridge University Press Tsang, W.K. (1998), “Can Quanxi be a Source of Sustained Competitive Advantage for Doing Business in China”, The Academy of Management Executive, Vol. 12, No. 2, May, pp. 64-74 Tylee, J. (1998), “Heinz Gets Burnt in Customer Magazine Market, Campaign, June 5, p. 14 Vandermerwe, S. and Birley, S. (1997), “The Corporate Entrepreneur: Leading Organisational Transformation”, Long Range Planning, Vol. 30, No. 3, pp. 345-352 Van Waterschoot, W. and Van den Bulte, C. (1992), “The 4P Classification of the Marketing Mix Revisited”, Journal of Marketing, Vol. 56, No. 4, October, pp. 83-94 Wagner, J.A. and Hollenbeck, J.R. (1995), Management of Organizational Behavior, 2nd edition, Englewood Cliffs, NJ, Prentice-Hall Waterman, R.H. (1988), The Renewal Factor, Bantam Westen, D. (1985), Self and Society, Narcissism, Collectivism, and The Development of Morals, Cambridge, Cambridge University Press Downloaded

    PY - 2002

    Y1 - 2002

    N2 - Marketing is no stranger to "big new ideas" which purport to be new paradigms for the study of the discipline. Relationship marketing, one-to-one marketing and post- modern marketing typify recent ideas, which have gained much support. However, it is widely recognised that, compared to the natural sciences, the marketing discipline has created relatively little knowledge which can be described as genuinely new. In the absence of any objective reality, marketing knowledge reflects the interpretation of reality by individuals. Surprisingly, relatively little analysis has been undertaken into the source of new marketing ideas and the influence of social construction on these ideas. This paper presents a review of contemporary "new marketing" paradigms and uses a framework of time, place and role to explain the derivation of these ideas. It is concluded that proclamations of new marketing may say more about the proclaimer than the subject being proclaimed.

    AB - Marketing is no stranger to "big new ideas" which purport to be new paradigms for the study of the discipline. Relationship marketing, one-to-one marketing and post- modern marketing typify recent ideas, which have gained much support. However, it is widely recognised that, compared to the natural sciences, the marketing discipline has created relatively little knowledge which can be described as genuinely new. In the absence of any objective reality, marketing knowledge reflects the interpretation of reality by individuals. Surprisingly, relatively little analysis has been undertaken into the source of new marketing ideas and the influence of social construction on these ideas. This paper presents a review of contemporary "new marketing" paradigms and uses a framework of time, place and role to explain the derivation of these ideas. It is concluded that proclamations of new marketing may say more about the proclaimer than the subject being proclaimed.

    U2 - 10.1362/0267257022775864

    DO - 10.1362/0267257022775864

    M3 - Article

    VL - 18

    SP - 173

    EP - 192

    JO - Journal of Marketing Management

    T2 - Journal of Marketing Management

    JF - Journal of Marketing Management

    SN - 0267-257X

    IS - 1-2

    ER -