321
Views
0
CrossRef citations to date
0
Altmetric
Articles

Teaching an Elevated View of Marketing: Marketing with Customers

&

REFERENCES

  • Abela, A. V., & Murphy, P. E. (2008). Marketing with integrity: Ethics and the service-dominant logic for marketing. Journal of the Academy of Marketing Science, 36(1), 39–53. doi:10.1007/s11747-007-0062-0
  • Achrol, R. S., & Kotler, P. (2012). Frontiers of the marketing paradigm in the third millennium. Journal of the Academy of Marketing Science, 40(1), 35–52. doi:10.1007/s11747-011-0255-4
  • American Marketing Association (AMA). (2007). Definition of marketing. Retrieved from http://www.marketingpower.com/Community/ARC/Pages/Additional/Definition/default.aspx
  • American Marketing Association (AMA). (2013). Definition of marketing. Retrieved from https://archive.ama.org/Archive/AboutAMA/Pages/DefinitionofMarketing.aspx
  • Armstrong, G., & Kotler, P. (2016). Marketing: An introduction (13th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
  • Atkinson, L. (2012). Buying in to social change how private consumption choices engender concern for the collective. The Annals of the American Academy of Political and Social Science, 644(1), 191–206. doi:10.1177/0002716212448366
  • Bartels, R. (1976). The history of marketing thought. Grid [inc.].
  • Berry, L. L. (1983). Relationship marketing. American Marketing Association.
  • Berry, L. L. (1995). Relationship marketing of services: Growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236–245. doi:10.1177/009207039502300402
  • Bhattacharya, C. B., & Korschun, D. (2008). Stakeholder marketing: Beyond the four Ps and the customer. Journal of Public Policy & Marketing, 27(1), 113–116. doi:10.1509/jppm.27.1.113
  • Brown, S. (2001). Marketing: The retro revolution. London, UK: Sage.
  • Carr, D. J., Gotlieb, M. R., Lee, N.-J., & Shah, D. V. (2012). Examining overconsumption, competitive consumption, and conscious consumption from 1994 to 2004 disentangling cohort and period effects. The Annals of the American Academy of Political and Social Science, 644(1), 220–233. doi:10.1177/0002716212449452
  • Chylinski, M., & Chu, A. (2010). Consumer cynicism: Antecedents and consequences. European Journal of Marketing, 44(6), 796–837. doi:10.1108/03090561011032720
  • Cohen, L. (2001). Citizens and consumers in the United States in the century of mass consumption. In M. Daunton & M. Hilton (Eds.), The politics of consumption: Material culture and citizenship in Europe and America (pp. 203–221). Oxford, UK: Oxford University Press.
  • Czepiel, J. A. (1990). Service encounters and service relationships: Implications for research. Journal of Business Research, 20(1), 13–21. doi:10.1016/0148-2963(90)90038-F
  • Darke, P. R., & Ritchie, R. J. (2007). The defensive consumer: Advertising deception, defensive processing, and distrust. Journal of Marketing Research, 44(1), 114–127. doi:10.1509/jmkr.44.1.114
  • Daub, C.-H., & Ergenzinger, R. (2005). Enabling sustainable management through a new multi-disciplinary concept of customer satisfaction. European Journal of Marketing, 39(9/10), 998–1012. doi:10.1108/03090560510610680
  • Dholakia, U. M., Kahn, B. E., Reeves, R., Rindfleisch, A., Stewart, D., & Taylor, E. (2010). Consumer behavior in a multichannel, multimedia retailing environment. Journal of Interactive Marketing, 24(2), 86–95. doi:10.1016/j.intmar.2010.02.005
  • Edelman, D. C. (2010). Branding in the digital age. Harvard Business Review, 88(12), 62–69.
  • Edelman, D. C., & Singer, M. (2015). Competing on customer journeys. Harvard Business Review, 93(11), 88–100.
  • Ferrell, O. C., Gonzalez-Padron, T. L., Hult, G. T. M., & Maignan, I. (2010). From market orientation to stakeholder orientation. Journal of Public Policy & Marketing, 29(1), 93–96. doi:10.1509/jppm.29.1.93
  • Firat, A. F., & Dholakia, N. (2006). Theoretical and philosophical implications of postmodern debates: Some challenges to modern marketing. Marketing Theory, 6(2), 123–162. doi:10.1177/1470593106063981
  • Freeman, R. E. (1984). Strategic management: A stakeholder approach. Marshfield, MA: Pitman Publishing.
  • Freeman, R. E., Harrison, J. S., Wicks, A. C., Parmar, B. L., & De Colle, S. (2010). Stakeholder theory: The state of the art. Cambridge, UK: Cambridge University Press.
  • Füller, J., Mühlbacher, H., Matzler, K., & Jawecki, G. (2009). Consumer empowerment through internet-based co-creation. Journal of Management Information Systems, 26(3), 71–102. doi:10.2753/MIS0742-1222260303
  • Gaski, J. F. (2013). To serve man: A marketing manifesto (and an article that should not have been necessary). Journal of Public Policy & Marketing, 32(1), 6–17. doi:10.1509/jppm.12.095
  • Grewal, D., & Levy, M. (2018). Marketing (6th ed.). New York, NY: McGraw-Hill Education.
  • Gronroos, C. (1990). Relationship approach to marketing in service contexts: The marketing and organizational behavior interface. Journal of Business Research, 20(1), 3–11. doi:10.1016/0148-2963(90)90037-E
  • Gummesson, E. (2008). Extending the service-dominant logic: From customer centricity to balanced centricity. Journal of the Academy of Marketing Science, 36(1), 15–17. doi:10.1007/s11747-007-0065-x
  • Heath, T. P., & Chatzidakis, A. (2012). The transformative potential of marketing from the consumers’ point of view. Journal of Consumer Behaviour, 11(4), 283–291. doi:10.1002/cb.v11.4
  • Hennig-Thurau, T., & Hansen, U. (2000). Relationship marketing: Some reflections on the state-of-the-art of the relational concept. In T. Hennig-Thurau & U. Hansen(Eds.),Relationship marketing (pp. 3–27). Berlin: Springer.
  • Hill, R. P., & Martin, K. D. (2014). Broadening the paradigm of marketing as exchange: A public policy and marketing perspective. Journal of Public Policy and Marketing, 33(1), 17–33. doi:10.1509/jppm.13.023
  • Hooley, G. J., Lynch, J. E., & Shepherd, J. (1990). The marketing concept: Putting the theory into practice. European Journal of Marketing, 24(9), 7–24. doi:10.1108/03090569010001637
  • Jackson, G., & Ahuja, V. (2016). Dawn of the digital age and the evolution of the marketing mix. Journal of Direct, Data and Digital Marketing Practice, 17(3), 170–186. doi:10.1057/dddmp.2016.3
  • Karpen, I. O., Bove, L. L., & Lukas, B. A. (2012). Linking service-dominant logic and strategic business practice a conceptual model of a service-dominant orientation. Journal of Service Research, 15(1), 21–38. doi:10.1177/1094670511425697
  • Keller, K. L., & Kotler, P. (2005). Holistic marketing: A broad, integrated perspective to marketing management. In J. M. Sheth & R. Sisodia (Eds.), Does marketing need reform? Fresh perspectives on the future (pp. 300–305). Strategic Marketing Series. New York, NY: Vivaldi Partners.
  • Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4), 132–135. doi:10.1509/jmkg.75.4.132
  • Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From products to customers to the human spirit. Hoboken, NJ: John Wiley & Sons.
  • Kotler, P., & Keller, K. L. (2015). Marketing management (Vol. 14). Englewood Cliffs, NJ: Prentice Hall.
  • Kotler, P., & Levy, S. J. (1969). Broadening the concept of marketing. Journal of Marketing, 33(1), 10–15. doi:10.2307/1248740
  • Kotler, P., & Levy, S. J. (1971). Demarketing, yes, demarketing. Harvard Business Review, 49(6), 74.
  • Lamb, C. W., Hair, J. F., & McDaniel, C. (2017). MKTG 11. Boston, MA: Cengage Learning.
  • Lang, T., & Gabriel, Y. (2005). A brief history of consumer activism. In R. Harrison, T. Newholm, & D. Shaw (Eds.), The ethical consumer (pp. 39–53). London, UK: Sage.
  • Layton, R. A. (2011). Towards a theory of marketing systems. European Journal of Marketing, 45(1/2), 259–276. doi:10.1108/03090561111095694
  • Lockie, S. (2009). Responsibility and agency within alternative food networks: Assembling the “citizen consumer.” Agriculture and Human Values, 26(3), 193–201. doi:10.1007/s10460-008-9155-8
  • Lusch, R. F. (2006). The small and long view. Journal of Macromarketing, 26(2), 240–244. doi:10.1177/0276146706291045
  • Lusch, R. F. (2007). Marketing’s evolving identity: Defining our future. Journal of Public Policy & Marketing, 26(2): 261–268.
  • Lusch, R. F., & Vargo, S. L. (2014). Service-dominant logic: Premises, perspectives, possibilities. Cambridge, UK: Cambridge University Press.
  • Lusch, R. F., & Webster, F. E. (2011). A stakeholder-unifying, cocreation philosophy for marketing. Journal of Macromarketing, 31(2), 129–134. doi:10.1177/0276146710397369
  • MacRae, R., Szabo, M., Anderson, K., Louden, F., & Trillo, S. (2012). Empowering the citizen-consumer: Re-regulating consumer information to support the transition to sustainable and health promoting food systems in Canada. Sustainability, 4(9), 2146–2175. doi:10.3390/su4092146
  • McDonald, M. (2009). The future of marketing: Brightest star in the firmament, or a fading meteor? Some hypotheses and a research agenda. Journal of Marketing Management, 25(5–6), 431–450. doi:10.1362/026725709X461786
  • Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 58, 20–38. doi:10.2307/1252308
  • Newman, G. E., Gorlin, M., & Dhar, R. (2014). When going green backfires: How firm intentions shape the evaluation of socially beneficial product enhancements. Journal of Consumer Research, 41(3), 823–839. doi:10.1086/677841
  • Payne, A. F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83–96. doi:10.1007/s11747-007-0070-0
  • Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. New York, NY: FreePress.
  • Prahalad, C. K., & Ramaswamy, V. (2004). Co-creating unique value with customers. Strategy & Leadership, 32(3), 4–9. doi:10.1108/10878570410699249
  • Reichheld, F. F., & Sasser, J. W. E. (1989). Zero defections: Quality comes to services. Harvard Business Review, 68(5), 105–111.
  • Rowley, T. J. (1997). Moving beyond dyadic ties: A network theory of stakeholder influences. Academy of Management Review, 22(4), 887–910.
  • Rumbo, J. D. (2002). Consumer resistance in a world of advertising clutter: The case of Adbusters. Psychology & Marketing, 19(2), 127–148. doi:10.1002/(ISSN)1520-6793
  • Scammell, M. (2003). Citizen consumers: Towards a new marketing of politics? In J. Corner & D. Pels (Eds.), Media and the restyling of politics: Consumerism, celebrity and cynicism (pp. 117–136). London, UK: Sage.
  • Schudson, M. (2006). The troubling equivalence of citizen and consumer. The Annals of the American Academy of Political and Social Science, 608(1), 193–204. doi:10.1177/0002716206291967
  • Scott, R. (2016, November 28). Get ready for generation Z. Forbes. Retrieved March 3, 2017, from https://www.forbes.com/sites/causeintegration/2016/11/28/get-ready-for-generation-z/#120261932204
  • Shah, D., Rust, R. T., Parasuraman, A., Staelin, R., & Day, G. S. (2006). The path to customer centricity. Journal of Service Research, 9(2), 113–124. doi:10.1177/1094670506294666
  • Shah, D. V., McLeod, D. M., Kim, E., Lee, S. Y., Gotlieb, M. R., Ho, S. S., & Breivik, H. (2007). Political consumerism: How communication and consumption orientations drive “lifestyle politics.” The Annals of the American Academy of Political and Social Science, 611(1), 217–235. doi:10.1177/0002716206298714
  • Sheth, J. (2017). Revitalizing relationship marketing. Journal of Services Marketing, 31(1), 6–10. doi:10.1108/JSM-11-2016-0397
  • Sheth, J. N., Sisodia, R., & Barbulescu, A. (2006). The image of marketing. In J. N. Sheth & R. Sisodia (Eds.), Does marketing need reform? (pp. 26–36). Armonk, NY: M.E. Sharpe Inc.
  • Sheth, J. N., Gardner, D. M., & Garrett, D. E. (1988). Marketing theory: Evolution and evaluation. New York, NY: John Wiley & Sons.
  • Sheth, J. N., Sethia, N. K., & Srinivas, S. (2011). Mindful consumption: A customer-centric approach to sustainability. Journal of the Academy of Marketing Science, 39(1), 21–39. doi:10.1007/s11747-010-0216-3
  • Sheth, J., & Sisodia, R. (2012). The 4 A’s of marketing: Creating value for customer, company and society. New York, NY: Routledge.
  • Sheth, J. N., & Sisodia, R. (Eds.). (2006). Does marketing need reform? Armonk, NY: M.E. Sharpe Inc.
  • Sheth, J. N., Sisodia, R. S., & Sharma, A. (2000). The antecedents and consequences of customer-centric marketing. Journal of the Academy of Marketing Science, 28(1), 55–66. doi:10.1177/0092070300281006
  • Smith, N. C., Drumwright, M. E., & Gentile, M. C. (2010). The new marketing myopia. Journal of Public Policy & Marketing, 29(1), 4–11. doi:10.1509/jppm.29.1.4
  • Spaargaren, G., & Mol, A. P. (2008). Greening global consumption: Redefining politics and authority. Global Environmental Change, 18(3), 350–359. doi:10.1016/j.gloenvcha.2008.04.010
  • Spaargaren, G., & Oosterveer, P. (2010). Citizen-consumers as agents of change in globalizing modernity: The case of sustainable consumption. Sustainability, 2(7), 1887–1908. doi:10.3390/su2071887
  • Star, S. H. (1989). Marketing and its discontents. Harvard Business Review, 67(6), 148–154.
  • Stryker, S. (1968). Identity salience and role performance: The relevance of symbolic interaction theory for family research. Journal of Marriage and the Family, 30(4), 558–564. doi:10.2307/349494
  • Tadajewski, M., & Jones, D. B. (2014). Historical research in marketing theory and practice: A review essay. Journal of Marketing Management, 30(11–12), 1239–1291. doi:10.1080/0267257X.2014.929166
  • Tajfel, H., & Turner, J. C. (1979). An integrative theory of intergroup conflict. The Social Psychology of Intergroup Relations, 33(47), 74.
  • Turner, R. H. (1978). The role and the person. American Journal of Sociology, 84(1), 1–23. doi:10.1086/226738
  • Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17. doi:10.1509/jmkg.68.1.1.24036
  • Vargo, S. L., & Lusch, R. F. (2008a). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10. doi:10.1007/s11747-007-0069-6
  • Vargo, S. L., & Lusch, R. F. (2008b). Why “service”? Journal of the Academy of Marketing Science, 36(1), 25–38. doi:10.1007/s11747-007-0068-7
  • Varman, R., & Costa, J. A. (2008). Embedded markets, communities, and the invisible hand of social norms. Journal of Macromarketing, 28(2), 141–156. doi:10.1177/0276146708314594
  • Webster, F. E., & Lusch, R. F. (2013). Elevating marketing: Marketing is dead! Long live marketing! Journal of the Academy of Marketing Science, 41(4), 1–11.
  • Wilkie, W. L., & Moore, E. S. (2007). What does the definition of marketing tell us about ourselves? Journal of Public Policy & Marketing, 26(2), 269–276. doi:10.1509/jppm.26.2.269
  • Williams, A. (2015, September 18). Move over, millennials, here comes Generation Z. The New York Times. Retrieved March 3, 2017, from https://www.nytimes.com/2015/09/20/fashion/move-over-millennials-here-comes-generation-z.html
  • Willis, M. M., & Schor, J. B. (2012). Does changing a light bulb lead to changing the world? Political action and the conscious consumer. The Annals of the American Academy of Political and Social Science, 644(1), 160–190. doi:10.1177/0002716212454831
  • Wind, J. Y. (2006). Challenging the mental models of marketing. In J. Sheth & R. Sisodia (Eds.), Does marketing need reform? (pp. 91–104). New York, NY: M.E. Sharpe.
  • Wind, J. Y. (2009). Rethinking marketing: Peter Drucker’s challenge. Journal of the Academy of Marketing Science, 37(1), 28–34. doi:10.1007/s11747-008-0106-0

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.