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Power-Based Typology of Marketing Systems: Foundation for Alternative Marketing Theory in the Post-Capitalist Marketing Era.
- Source :
- Journal of Macromarketing; Jun2024, Vol. 44 Issue 2, p453-464, 12p
- Publication Year :
- 2024
-
Abstract
- To date, orthodox marketing has regarded markets and marketing systems as static and mechanistic rather than dynamic and emergent under the aegis of neoclassical economics. Nevertheless, today, as we transition to a post-industrial era, multiple marketing systems coexist to create consumer satisfaction. This paper, synthesizing Follett's power dichotomy with Alderson's systems approach, aims to typologize marketing systems from a political economic paradigm, which stresses the importance of power phenomena in developing an alternative marketing theory. The present paper also aims to contribute to theory from a higher-order perspective by integrating various phenomena (i.e., marketing systems and power), which have previously been addressed in a piecemeal fashion across diverse domains. The author proposes the "power-with oriented marketing system" as the ideal marketing system, which aims to facilitate resource transfers and the fair distribution of co-created value in a prosumption disposed, post-capitalist marketing era. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 02761467
- Volume :
- 44
- Issue :
- 2
- Database :
- Complementary Index
- Journal :
- Journal of Macromarketing
- Publication Type :
- Academic Journal
- Accession number :
- 177117852
- Full Text :
- https://doi.org/10.1177/02761467231203007