The Concept of Change: A Determinant for Explaining the Substance of Marketing

Abstract

Within the marketing discipline academics, students and practitioners have long been informed that marketing is a pervasive societal activity (Kotler and Levy 1969) and that the concept of exchange is marketing’s core element (Alderson 1957; 1965: Kotler and Levy 1969; Kotler 1972; Bagozzi 1975).

Yet, in 2015, marketing as a term remains misunderstood by the majority of those who are the subjects of this pervasive societal activity. It means different things to various audiences, sometime not always positive. Further, its practice within organisations and the society it is meant to serve is often problematic. The credit due to the discipline for the good that it has delivered and offers into the future is often not recognised by organisations and the public at large.

Such thinking leads to a conundrum: ‘If marketing is a pervasive societal activity does exchange theory adequately explain why this is so?’ The conclusion drawn in this thesis is that there is room to doubt the scope of the current relationship between these two variables, particularly, ‘Is exchange theory the most complete explanation for marketing’s core element?’ The question that follows is, ‘What is the substance of marketing?’ This, throughout the history of marketing thought, is a perennial question asked by the fraternity.

This thesis speaks to this question.

By conducting a review of the history of marketing thought, it can be determined that the concept of exchange is a building block upon which marketing’s future development can be based. This same literature review reveals that the concept of change has been instrumental in marketing’s theoretical and practical development throughout the discipline’s history. Despite this insight change is not afforded either a role in any definition of marketing or any understanding of it as being the substance of marketing.

The concept of change is the unit of analysis for this thesis.

The thesis employs case study methodology and the research technique known as Historical Analysis as a model for enquiry. Cases are chosen from primary documents taking the form of journal articles and chapters in scholarly books. These cases are scrutinised by means of a candidate generated purposely constructed Problem Solving Historical Analysis Marketing Model. The findings of this analysis identify statements (referred to as Affirmations) where change has influenced marketing thought thus confirming that the substance of marketing is the concept of change. Implications for marketing theory, practice, research methodology, scholarship and education follow from such a determination. In particular, three contributions are made for the advancement of the discipline. A new definition for marketing is articulated and the Darwinian Model of Marketing Thought Development is espoused as is the Marketing Leadership School of Thought. Show more