It’s all about marketing! Exploring the social perception in the Italian context

Vittoria Marino, Riccardo Resciniti and Mario D’Arco ()
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Vittoria Marino: University of Salerno
Riccardo Resciniti: University of Sannio
Mario D’Arco: University of Salerno

Italian Journal of Marketing, 2020, vol. 2020, issue 1, No 3, 7-23

Abstract: Abstract This research discusses the social perception of marketing in the Italian context. The authors conducted a qualitative and quantitative content analysis of Facebook statuses. From data analysis emerged that marketing receives any kind of public criticism. The most evident accusation regards the adoption of misleading actions, manipulation, and pervasiveness. The study also reveals an accentuated confusion about what marketing really is as a discipline and in practice. Non-marketing people tend to depict marketing as the art of selling stuff. This negative view contrasts with the image that academic community and Organisations, such as the American Marketing Associations, wish to convey about marketing discipline.

Keywords: Marketing identity; Perception of marketing; Criticisms of marketing; Marketing definition; Marketing meaning; Marketing concept (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s43039-020-00004-7

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