Marketing a New Philosophy of Management Research Paper

Marketing a New Philosophy of Management - Research Paper Example The end of this study will find several considerable results. Its possible outcome involves significant improvement in the knowledge and understanding of most modern concepts of marketing. The study will give a new direction to future training and research work within the field of marketing. Over the years the marketing concept has certainly grown in popularity and status, finding application as a generic business philosophy in a wide range of contexts. However, the concept itself has remained essentially unchanged. A new concept of marketing encourages firms to have a posh name in order to succeed in today’s competition. Despite the often devout adherence to the concept as a normative pillar, in recent years writers such as Houston and Gassenheimer have challenged the marketing concept, arguing that much marketing activity is in fact about the forestalling of competition and the supremacy of markets, not consumer autonomy. (Wensley, 2005) Others have raised doubts about its role in improving the competitiveness of organizations. On the basis of empirical evidence, they have suggested that the implementation of the marketing concept has actually undefined competitiveness. These authors were among the first to question, perhaps unfairly, the value of the marketing concept. (Hooley and Lynch, 2003) But, the key point to which they helped to draw our attention was that the implementation of the marketing concept was becoming the Achilles heel of the discipline. In the absence of clear guidelines about how to put it into practice and make it effective, that which was left was little more than vacuous rhetoric. ( Samli, Palda, and Barker, 2008). This paper argues for the continued development and reappraisal of the marketing concept of something having a posh name. The main point is that the marketing concept, as it is often written about, assumes many of the characteristics of an ideology or an article of faith.