Matteo Giannasi,Francesco Casarin
Philosophy of Marketing: The New Realist Approach
Philosophy of Marketing: The New Realist Approach
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This book discusses how to overcome the sterile orthodoxy of postmodernism in marketing and proposes a new approach that emphasizes the significance of reality to marketing analyses and models. It encourages theoretical innovation and experimentation and introduces new concepts that can find fruitful applications in marketing theory and practice. The last chapter applies the new approach to eight case studies from business contexts.
Format: Paperback / softback
Length: 266 pages
Publication date: 31 May 2023
Publisher: Taylor & Francis Ltd
The rapidly ageing postmodernist paradigm in marketing has become sterile orthodoxy, limiting opportunities and hindering the realization of its full potential. To overcome this, this book employs fresh philosophical tools developed by New Realism. It highlights the gaps in marketing due to the pervasive postmodernist ideology and proposes a transformative approach centered on the significance of reality. By emphasizing the importance of reference to reality, the book aims to enhance marketing research and practice, rather than hinder them. Neglecting such a reference will impede marketing from reaching its full potential in various contexts.
The book's foundational purpose is to break new ground and overcome theoretical obstacles in marketing and management by revising assumptions and enriching categories. It encourages theoretical innovation and experimentation, introducing new concepts like invitation and attrition that can have fruitful applications in marketing theory and practice. The book's final chapter applies the new approach to eight case studies from business contexts, demonstrating its practical relevance.
This book appeals to philosophers interested in New Realism and researchers, scholars, and marketing professionals who recognize the importance and fruitfulness of reference to reality for their own purposes. By embracing the significance of reality, marketing can evolve and thrive in the ever-changing business landscape.
Weight: 453g
Dimension: 229 x 152 (mm)
ISBN-13: 9781032072340
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