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Future directions of marketing knowledge: proposing an enriching framework including self-actualisation marketing
Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Centre for International Marketing and Entrepreneurship Research (CIMER). Oslo School of Management, Oslo, Norway & Deakin University, Australia.
Department of Economics and Informatics, University West, Trollhättan, Sweden.
2009 (English)In: International Journal of Electronic Customer Relationship Management, ISSN 1750-0664, E-ISSN 1750-0672, Vol. 3, no 4, p. 327-343Article 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. Copyright © 2009 Inderscience Enterprises Ltd.

Place, publisher, year, edition, pages
Olney, Bucks: InderScience Publishers, 2009. Vol. 3, no 4, p. 327-343
Keywords [en]
marketing knowledge, learning, school, framework, self-actualisation marketing, relationship marketing, Maslow, marketers
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-26796DOI: 10.1504/IJECRM.2009.029294Scopus ID: 2-s2.0-70849111578OAI: oai:DiVA.org:hh-26796DiVA, id: diva2:755741
Available from: 2014-10-15 Created: 2014-10-15 Last updated: 2018-03-22Bibliographically approved

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Svensson, Göran

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CiteExportLink to record
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Citation style
  • apa
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  • vancouver
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Language
  • de-DE
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  • nn-NB
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  • Other locale
More languages
Output format
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