The Identity Crisis in Marketing
The Identity Crisis in Marketing
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营销中的身份危机
DOI：
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发表时间：
1974
期刊：
影响因子：
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通讯作者：
R. Bartels
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文献类型：
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作者：
R. Bartels
威廉·尼克尔斯 (William G. Nickels) 在《营销中的概念冲突》一书中指出，在接受调查的 74 名营销学教授中，95% 的人认为营销的范围应扩大到包括非商业组织，93% 的人认为营销不仅仅涉及经济商品和服务。1 这些回应意味着营销不同于美国营销协会给出的官方定义，不同于目前大多数营销教科书中所呈现的内容，也不同于尚未发展起来的营销理论所表达的内容。在过去几年的营销文献中，这种拓宽的观点已经将营销定义为营销功能或技术在经济和社会、商业和非商业流程中的应用。前者涉及经济商品和服务的分配；后者旨在传播宗教、教育、军事、政治、社会服务和其他类型机构的思想、价值观和计划。营销范围的扩大将后者包括在内，代表着重点从经济主题转向非经济主题，从身体元素转向精神元素，从创业活动转向社会活动。从调查中可以看出这一观点得到了广泛接受。在当前的营销文献、会议、大学课程以及某种程度上的商业实践中，这一点也很明显。在过去的 75 年里，出现了许多新的、通常范围更广的营销概念。然而，很少有人获得这样的支持：营销正确地包含了如此多样化的活动。这种观点的转变主要发生在过去 25 年里，只发生在不到两代的营销学者之内。一些在此期间进入该行业的人可能从未了解过营销，因为他们主要接受了管理、社会和定量方面的教育。其他人可能会以更广阔的视角（即使不是更广泛的范围）来看待营销。虽然规范性标准可能缺乏说明营销应该如何定义，但在推测为什么会出现这种观点以及它对营销理论、教育和实践的影响方面可能会有所收获。
IN "Conceptual Conflicts in Marketing," William G. Nickels reported that of 74 marketing professors surveyed, 95% felt that the scope of marketing should be broadened to include nonbusiness organizations, and 93% believed that marketing is not concerned solely with economic goods and services.1 These responses imply that marketing is something other than the official definition given by the American Marketing Association, something other than what is currently presented in most marketing textbooks, and something other than what marketing theory has yet been developed to express. In the marketing literature of the past few years, this broadened view has come to define marketing as the application of marketing functions or techniques to both economic and social, business and nonbusiness processes. The former pertain to the distribution of economic goods and services; the latter, to the dissemination of ideas, values, and programs of religious, educational, military, political, social service, and other types of institutions. The broadening of marketing to include the latter represents a shift of emphasis from economic to noneconomic subject matter, from physical to mental elements, and from entrepreneurial to societal activities. Wide acceptance of this viewpoint is evident in the survey. It is apparent also in current marketing literature, conferences, collegiate courses and, to some extent, in business practice. During the past 75 years many new, and usually broadening, concepts of marketing have appeared. Few, however, have gained the support that has been given to the idea that marketing rightfully encompasses such a diversity of activities. This change of viewpoint has occurred largely within the last 25 years, within scarcely two generations of marketing scholars. Some coming into the profession during this period may never have known marketing otherwise, having been educated primarily in its managerial, social, and quantitative aspects. Others may see marketing in a broader perspective, if not in broader scope. While normative criteria may be lacking to say how marketing should be defined, some profit may be found in a speculation as to why this viewpoint has come about and what its implications are relative to marketing theory, education, and practice.