‘The Complete English Tradesman’ – business relations, trust, and honesty or ‘let’s rethink the history of relationship marketing’

Purpose – This paper aims to provide a close reading of Daniel Defoe’s The Complete English Tradesman. It makes a case that many of the themes that Defoe engages with are consistent with later arguments offered by relationship marketing scholars. Design/methodology/approach – This is a close reading of one of Defoe’s most popular texts, The Complete English Tradesman. It links this discussion with relationship marketing tenets. Findings – Defoe pays considerable attention to key relational ideas, including the cultivation of a public perception of business honesty, the need to cater to customer requirements, treating the customer as the “idol” of the practitioner and undertaking a variety of actions to ensure that consumers trust the words and actions of the tradesman. Practical implications – This paper highlights how ahistorical debates surrounding relationship marketing have been and calls for a return to the archives. Originality/value – This paper supplements existing research that charts the implications for marketing thought of Defoe’s work, extending this via a juxtaposition of his writing with relational tenets

Relevance, Responsibility, Critical Performativity, Testimony and Positive Marketing: Contributing to Marketing Theory, Thought and Practice

In this commentary, I chart recent changes at the Journal of Marketing Management (JMM). These include the introduction of a senior editorial board, a revised main editorial board and a modified team of associate editors. The new deputy editor is welcomed. The exemplary performance of the JMM in scholarly league-tables is registered. From this, a case is made for the pluralisation of the concepts of relevance and impact. In doing so, the emergent literature on critical performativity is unpacked. I highlight a missed opportunity in this material, namely, the potential for academics to act as critical commentators on industry practice in the courtroom. Developing the ideas associated with critical performativity leads to the scrutiny of new concepts in marketing. One of importance is positive marketing. This regressive manoeuver is critiqued; as is macromarketing narcissism. Following Dunne et al., I make a plea for more responsible academic practice. Developing logically from these ideas, a number of new potential avenues for contributing to the JMM are sketched. These include special sections and research notes among others

Origins of marketing thought in Britain

Purpose The purpose of this paper is to document contributions to the early study and teaching of marketing at one of the first universities in Britain to do so and, in that way, to contribute to the literature about the history of marketing thought. Given that the first university business program in Britain was started in 1902, at about the same time as the earliest business programs in America, the more specific purpose of this paper was to explore whether or not the same influences were shared by pioneer marketing educators on both sides of the Atlantic. Design/methodology/approach An historical method is used including a biographical approach. Primary source materials included unpublished correspondence (letterbooks), lecture notes, seminar minute-books, course syllabi and exams, minutes of senate and faculty meetings, university calendars, and other unpublished documents in the William James Ashley Papers at the University of Birmingham. Findings The contributions of William James Ashley and the Commerce Program at the University of Birmingham to the early twentieth century study and teaching of marketing are documented. Drawing from influences similar to those on pioneer American marketing scholars, Ashley used an historical, inductive, descriptive approach to study and teach marketing as part of what he called “business economics”. Beginning in 1902, Ashley taught his students about a relatively wide range of marketing strategy decisions focusing mostly on channels of distribution and the functions performed by channel intermediaries. His teaching and the research of his students shares much with the early twentieth century commodity, institutional, and functional approaches that dominated American marketing thought. Research limitations/implications William James Ashley was only one scholar and the Commerce Program at the University of Birmingham was only one, although widely acknowledged as the first, of a few early twentieth century British university programs in business. This justifies future research into the possible contributions to marketing knowledge made by other programs such as those at the University of Manchester (1903), University of Liverpool (1910), and University of London (1919). Originality/value This paper adds an important chapter to the history of marketing thought which has been dominated by American pioneer scholars, courses, literature, and ideas

Autobiographical reflections. Part II : risk, tenacity and philosophies of research.

urpose This paper reviews autobiographical accounts of thought leadership in the marketing discipline and draws out pertinent insights for senior, mid-career and junior academics alike. Design/methodology/approach This narrative is based on a close reading of the pertinent material. Findings To be a pioneer in marketing takes considerable hard work, tenacity, serendipity, and a high tolerance for risk. Originality/value This manuscript can be used by junior scholars to legitimize the challenges they pose to more established colleagues. It helps contribute to the reversal of extant power relations in academic practice

Sanctioning Value: The Legal System, Hyper-Power and the legitimation of MP3

This article offers an historical account of the contestation surrounding MP3 and its legitimation as a consumer choice option. We juxtapose our narrative against the service-dominant logic (SDL) literature, which positions the consumer as the co-creator of value. In these debates issues of power and politics are downplayed. By contrast, we foreground the politicized processes that frame consumer choice options. Through a study of the legal disputes around MP3 and digital delivery services, we make a case that law courts provide the scaffolding for judgements of value in the market system. Contrary to proponents of SDL, value is not only a function of co-production between company and customer. Nor do all consumption practices acquire sufficient legitimacy to enter into legally sanctioned value co-creation interactions. This is a function of the ‘hyper-power’ practiced by the legal community and related actors, which constitute or deny value to product offerings. Value is not, therefore, necessarily phenomenologically determined by the ultimate consumer. Neither are they the sovereign individual of marketing lore. Their subjectivity is patterned by macro and meso actors and service provision is permitted when it is capable of enrolment within the circuits of capital accumulation

Compensatory Consumption and Consumer Compromises: A State of the Art Review

Compensatory consumption has been an increasingly researched yet widely debated area of consumer behaviour over the last 20 years. Extant research formulates the term as overwhelmingly negative, largely due to the simplistic and fragmented conceptualisations assumed in prior work. The purpose of the current paper is to present a comprehensive review of the umbrella term of compensatory consumption, incorporating a continuum of behaviours and accounting for the pre- and post-consumption periods including both positive and negative viewpoints. In addition, expanding upon the theory of need satisfaction, the current paper introduces a novel conceptual distinction between compensation and compromise. Finally, a proposed theoretical framework is presented that differentiates between compensatory and compromisory consumption based on the extent of consumer consciousness, rationality and rationalisation. Future research directions are offered

Developing markets? Understanding the role of markets and development at the intersection of macromarketing and transformative consumer research (TCR)

Situated at the intersection of markets and development, this commentary aims to promote a cross-fertilization of macromarketing and Transformative Consumer Research (TCR) that directs attention to the sociocultural context and situational embeddedness of consumer experience and well-being, while acknowledging complex, systemic interdependencies between markets, marketing, and society. Based on a critical review of the meaning of development and an interrogation of various developmental discourses, the authors develop a conceptual framework that brings together issues of development, well-being, and social inequalities. We suggest that these issues are better understood and addressed when examined via grounded investigations of the role of markets in shaping the management of resources, consumer agency, power inequalities and ethics. The use of markets as units of analysis may lead to further cross-fertilizations of TCR and macromarketing and to more comprehensive theorizing and transformational impact. Two empirical cases are provided to illustrate our framework