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Future directions of marketing knowledge: proposing an enriching framework including self-actualisation marketing
University West, Department of Economics and IT, Division of Business Administration.
Oslo School of Management.
2009 (English)In: International Journal of Electronic Customer Relationship Management, ISSN 1750-0664, Vol. 3, no 4, 327-343 p.Article in journal (Refereed) Published
Abstract [en]

This paper aims to review schools and frameworks of marketing knowledge in order to propose future directions of marketing knowledge. The authors also provide a brief retrospective view of the marketing discipline. Reflecting over the origin, evolution and current status, the authors have come to distinguish three cornerstones of marketing knowledge namely objective, process and subjective. On this basis, five potential steps in the development of marketing knowledge are identified. The paper draws attention to the areas: the entrance of marketers, the levels of marketing knowledge, the introduction of self-actualisation marketing, the effect of time and complexity on marketing knowledge, and the need for syntheses and generalisations of marketing knowledge. A framework for enriching the field of marketing with these five interrelated paths of development is proposed. Finally, it provides a model of proposition to future marketing knowledge.

Place, publisher, year, edition, pages
Geneve: Inderscience Publishers , 2009. Vol. 3, no 4, 327-343 p.
Keyword [en]
marketing knowledge; learning; school; framework; self-actualisation marketing; relationship marketing; Maslow; marketers
National Category
Economics and Business Business Administration
Research subject
SOCIAL SCIENCE, Business administration
Identifiers
URN: urn:nbn:se:hv:diva-2247DOI: 10.1504/IJECRM.2009.029294OAI: oai:DiVA.org:hv-2247DiVA: diva2:301369
Available from: 2010-03-03 Created: 2010-03-03Bibliographically approved

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