Marketing, synthesis and interdisciplinarity: reading with M.J.B.

ABSTRACT

In this paper, we want to show our appreciation for a major figure in our discipline by reading his work carefully, juxtaposing this material with historical narratives that place him in context. We think he would have appreciated the imbrication of his ideas with those of pertinent scholarly forebears, the reactions against socialism, impact of the Cold War, as well as the philanthropic politics that have shaped our intellectual parameters. As we make clear, M.J. Baker was a pioneer, justifying and extending the reach of marketing in the United Kingdom. He wore many hats: academic, editor, entrepreneur, and institution builder. Core themes in his writing are outlined, with attention devoted to his paradigmatic, epistemological and ethical commitments.

KEYWORDS:

• Marketing
• marketing theory
• socialism
• Cold War
• marketing management
• relationship marketing

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1. This is the same heading that appears in multiple versions of M.J.B.’s domain chapters (e.g. Baker, 2003).

2. It should be noted that Kotler’s earlier editions of the ‘analysis, planning, and control’ textbook (e.g. Kotler, 1967) are actually more attentive to the internal political dynamics of firms than current texts. He examines the different emphases of departments, and illuminates how these may bring them into conflict, thereby hampering the delivery of products and services that generate customer satisfaction (e.g. Kotler, 1967, pp. 138–139).

Additional information

Notes on contributors

Mark Tadajewski

Mark Tadajewski is the editor of the Journal of Marketing Management.