TY - JOUR
T1 - Advancing marketing strategy in the marketing discipline and beyond
T2 - from promise, to neglect, to prominence, to fragment (to promise?)
AU - Hunt, Shelby D.
N1 - Publisher Copyright:
© 2017 Westburn Publishers Ltd.
PY - 2018/1/2
Y1 - 2018/1/2
N2 - The purpose of this article is to advance the field of strategic marketing within the marketing discipline, which will in turn, the author argues, contribute to enhancing the discipline’s impact beyond the narrow confines of its own journals. Towards this goal, certain aspects of the history of marketing strategy need to be reviewed. However, though this article draws extensively on historical sources, it is not a history of marketing strategy. Rather, this article uses historical materials and arguments concerning the four ‘Eras’ of marketing thought to advance five major claims: the area of strategic marketing (1) had significant promise when the marketing academic discipline was founded in Era I (1900–1920), (2) was neglected in Era II (1920–1950), (3) rose to prominence in Era III (1950–1980), (4) has become a ‘fragment’ in Era IV (1980–present) and (5) has prospects that are both promising and problematic in the future ‘Era V’. Finally, a tentative prognosis for strategic marketing and the marketing discipline is suggested.
AB - The purpose of this article is to advance the field of strategic marketing within the marketing discipline, which will in turn, the author argues, contribute to enhancing the discipline’s impact beyond the narrow confines of its own journals. Towards this goal, certain aspects of the history of marketing strategy need to be reviewed. However, though this article draws extensively on historical sources, it is not a history of marketing strategy. Rather, this article uses historical materials and arguments concerning the four ‘Eras’ of marketing thought to advance five major claims: the area of strategic marketing (1) had significant promise when the marketing academic discipline was founded in Era I (1900–1920), (2) was neglected in Era II (1920–1950), (3) rose to prominence in Era III (1950–1980), (4) has become a ‘fragment’ in Era IV (1980–present) and (5) has prospects that are both promising and problematic in the future ‘Era V’. Finally, a tentative prognosis for strategic marketing and the marketing discipline is suggested.
KW - Strategic marketing
KW - history of marketing
KW - marketing strategy
UR - http://www.scopus.com/inward/record.url?scp=85019747056&partnerID=8YFLogxK
U2 - 10.1080/0267257X.2017.1326973
DO - 10.1080/0267257X.2017.1326973
M3 - Article
AN - SCOPUS:85019747056
SN - 0267-257X
VL - 34
SP - 16
EP - 51
JO - Journal of Marketing Management
JF - Journal of Marketing Management
IS - 1-2
ER -