Please select the newly answerable business questions that emerged in the modern age of marketing

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ABSTRACT This paper critically appraises the rhetoric of marketing management texts. Its interpretive frame is informed respectively by critical management and discourse analytic theoretical traditions. Its main data set is drawn from popular textbooks written for taught university courses but it also draws attention to similar rhetorical strategies in leading academic marketing journals. In addition, parallels are drawn with other popular management and consulting fields. In this way the paper attempts to mark out an initial topology of the ideological influence that is enabled and mobilized by marketing's rhetorical strategies. Marketing rhetoric often escapes critical attention precisely because it is platitudinous. Marketing management axioms have become slogans and the slogans have become cliches regularly employed in organizational, educational and political settings. But the prevalence of platitudinous rhetoric in management consulting schemes does not necessarily hinder their popularity or inhibit the deployment of their rhetorical/ideological strategies in other settings. Popular marketing management rhetoric is a special case because it positions itself not only as a prescriptive management-consulting framework but also as a legitimate academic fleld. It is in the latter guise that the success of managerial marketing's rhetorical/ideological strategies has proved most striking.

As has been widely acknowledged, Keith's (1960) paper that heralded the coming of the marketing revolution at Pillsbury has achieved seminal status within the marketing literature. Its historical narrative, on the other hand, has been repeatedly challenged: some doubt whether the marketing concept emerged as late as the 1950s and 1960s. Commensurate with this view, a variety of papers have documented key associated ideas such as customer centricity far earlier in the historical record, from the seventeenth, eighteenth, nineteenth, and early twentieth centuries respectively. The purpose of this paper is to contest Keith's own claims regarding the marketing practices adopted during the so-called ‘marketing’ and ‘marketing control’ eras. Drawing from the FBI file kept on the activities of The Pillsbury Company, this paper documents the participation of Pillsbury in anti-competitive practices that started in 1958, just two years prior to the publication of Keith's important article, and concluded in the mid 1960s, with Pillsbury being charged and fined for their involvement with a price-fixing cartel. By revealing a parallel narrative to that presented by Keith, this paper thus revises our understanding of an important contribution to marketing thought, as well as highlighting the occasionally legally problematic nature of interfirm cooperation.

Gary G. Hamilton is a Professor of International Studies and of Sociology at the University of Washington. He specializes in historical/comparative sociology; economic sociology, and organizational sociology with focus on Asian societies and with particular emphasis on Chinese society. He is author of numerous books and articles, including most recently Cosmopolitan Capitalists: Hong Kong and the Chinese Diaspora at the end of the 20th Century, editor and contributor (University of Washington Press, 1999),

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Predictive Analytics, Customer Analytics, Regression Analysis, Marketing Performance Measurement And Management

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FA

Mar 7, 2016

Excellent couse on "Customer Analytics", my first ever. Excellent teaching quality and the video-lectures are with the Wharton stamp. I am excited to complete the "Business Analytics Specialization".

PJ

Feb 3, 2020

The course is very good. I have learned a lot from the course. A lot of interesting topics and help me to under the marketing. I will for sure continue learning more courses from this specialization.

From the lesson

Application/Case Studies

Taught By

• 

  Eric Bradlow

  Professor of Marketing, Statistics, and Education, Chairperson, Wharton Marketing Department, Vice Dean and Director, Wharton Doctoral Program, Co-Director, Wharton Customer Analytics Initiative

• 

  Peter Fader

  Professor of Marketing and Co-Director of the Wharton Customer Analytics Initiative

• 

  Raghu Iyengar

  Professor of Marketing

• 

  Ron Berman

  Assistant Professor of Marketing

What technology emerged in the 80s and signaled the beginning of modern marketing?

What does inherently granular imply?