Marketing as an emergent discipline: Commentary on Shelby Hunt’s final contribution to our field

Terry Clark (), Thomas Martin Key () and Carol Azab ()
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Terry Clark: Southern Illinois University
Thomas Martin Key: University of Colorado, Colorado Springs Colorado Springs
Carol Azab: Stetson University

AMS Review, 2022, vol. 12, issue 3, No 3, 157-161

Abstract: Abstract In this commentary, the authors take a thoughtful look at Shelby Hunt’s final submission to AMS Review. Building on Hunt, Madhavaram, and Hatifield’s (2022, in this issue) suggestions of how Marketing’s Era V can be re-centered on more viable and long-lasting ground as a discipline, the present authors propose that the field of marketing is, and always has been, an emergent discipline that is better served by the “invisible hand” of self-organization rather than an attempt at holistic acceptance and adoption of a central focus. Moreover, the paper drills down into one of Hunt’s recurring critiques of marketing, its doctoral programs, and makes suggestions of how this is a significant point of focus to heal our ailing discipline.

Keywords: Hunt’s final contribution; Emergent discipline; Doctoral programs; Marketing’s future (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s13162-022-00239-x

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