Is Marketing a Victim of Its Own Success? A Restoration Process to Unlock Marketing's Power for Creativity, Competitiveness, and Well-Being

Wided Batat
Additional contact information
Wided Batat: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School

Post-Print from HAL

Abstract: Marketing is perceived as both a solution and a problem, depending on one's perspective, the context, and the source of the narrative. For instance, media agents portray marketing at its worst: as a superficial and manipulative practice designed to dupe consumers; or at its best as a ``trick'' instead of a process that requires cutting-edge knowledge and analytical, strategic, and creative skills. In this essay, I examine the image of marketing among various market actors (i.e., digital players, influencers, media agents) as well as academics. The goal is to understand both the rising interest and skepticism towards marketing as an organizational activity and a scientific discipline. The objective is to restore the poor image of marketing by shifting the focus towards a more comprehensive understanding of what is inside the ``black box'' of marketing. I then propose a restoration process through legitimization and diffusion involving both marketing academics and marketplace agents. The goal is to help restore the image of marketing and unveil its power as a major force for positive social change, creativity, competitiveness, and well-being. \textcopyright The Author(s) 2023.

Keywords: marketing academics; marketing discipline; marketing image; marketplace agents; restoration (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Published in Journal of Macromarketing, 2023, 43 (2), pp.119-128. ⟨10.1177/02761467231162509⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04435439

DOI: 10.1177/02761467231162509

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().