Refocusing marketing to reflect practice

Patrick McCole

144 citations0/0 files storedMarketing Intelligence & Planning

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Management and Marketing Education Marketing and Advertising Strategies Business and Management Studies

Abstract

Presents a conceptual discussion concerning the academic/practitioner divide in marketing. States that the marketing concept and the way we teach marketing needs to be refocused to reflect practice. Presents two new developments in marketing that are ideal candidates for narrowing the gap between academia and practice. These are retro‐marketing and experiential marketing.

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References

2012The Practice of Management 1972A Generic Concept of Marketing 1999Experiential marketing : how to get customers to sense, feel, think, act, and relate to your company and brands 1987The new marketing—Developing long-term interactive relationships 1976The Nature and Scope of Marketing 1960The Marketing Revolution 1991Marketing‐orientation Revisited: The Crucial Role of the Part‐time Marketer 1991Marketing is everything.

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2015“If I was going to die I should at least be having fun”: Travel blogs, meaning and tourist experience 2009Lessons learned from performance management systems implementations 2010An examination of the effects of virtual experiential marketing on online customer intentions and loyalty 2014Consumption experience outcomes: satisfaction, nostalgia intensity, word-of-mouth communication and behavioural intentions 2005Integrated marketing as management of holistic consumer experience 2020

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