Marketing, 4P Product Place Price Promotion, research, Can Marketing Be a Science, Robert Bartels, From Marketing Mix to Relationship Marketing, Christian Grönroos, The Marketing Revolution, Robert J Keith, marketing mix, consumer behavior, American economy, marketing logic, retrospective, Laurent Busca, Laurent Bertrandias, science
The formalization of the concept of marketing takes place after the Second World War with, in particular, the appearance models such as the marketing mix, the 4Ps... From the 1970s, "consumer behavior" strives to appear as a specific field of research. From 1970 to 1980, marketing is accused of contributing to the decline of the American economy and is therefore called into question. Marketing would divert investments in R&D which would be much more preferable in the long term (Bartels, 1951). However, in the 1980s, the usefulness of marketing was highlighted, and it was accepted that the whole firm should be guided by marketing logic (Keith, 1960). However, the legitimacy of marketing as a science is still often questioned.
[...] From Marketing Mix to Relationship Marketing - Christian Grönroos (1997) Indeed, even if some models used in marketing are not perfect, most are useful for research. In his article, Grönroos (1997) criticizes the 4Ps model. He criticizes the model saying it is too simplistic and reduced to educational purposes. He also explains that the model can be used for companies that sell material products but that it is inapplicable for services. I think every marketing model has its own limits. [...]
[...] Journal of Marketing, 319-328. Grönroos, C. (1997) Keynote paper From marketing mix to relationship marketing ‐ towards a paradigm shift in marketing, Management Decision, 322-339 Keith, R. J. (1960). The marketing revolution. Journal of Marketing, 35-38. Busca, L., & Bertrandias, L. (2020). A framework for digital marketing research: Investigating the four cultural eras of digital marketing. Journal of Interactive Marketing 1-19. [...]
[...] Keith (1960) This is also the criticism that we can make of the conclusions that Keith (1960) makes in his article. The problem being that his ideas are based on the experience of a company (Pillsbury) at a given time and these experiences are used to make a generalization. Even if his conclusions are true, they are very likely to be not applicable to the whole economy. This is all the more a problem since the ideas of Keith (1960) have been taken up and other authors have based their reflections on them. [...]
[...] - Robert Bartels (1951) ; From Marketing Mix to Relationship Marketing - Christian Grönroos (1997) ; The Marketing Revolution - Robert J. Keith (1960) - Marketing in Retrospective MARKETING IN RETROSPECTIVE The formalization of the concept of marketing takes place after the Second World War with in particular the appearance models such as the marketing mix, the 4Ps . From the 1970s, "consumer behavior" strives to appear as a specific field of research. From 1970 to 1980, marketing is accused of contributing to the decline of the American economy and is therefore called into question. [...]
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