ReasonableRobinson – Marketing Ethics
October 13th, 2009
New Giant Squid lensmaster ReasonableRobinson would like you to take a look at:
Marketing Ethics and Criticism.
Here’s why:
“I felt there was a need for more information on this topic because it is a subject that is not really discussed head on in the marketing fraternity.
My day job is an academic in a business school. I teach Marketing and I held senior sales and marketing posts in businesses involved in the gambling and home computer games industries.
The idea of taking a critical look at Marketing is based on the belief that the profession should never rest on its laurels, it should always be mindful of how it is understood.
The aim of higher education in business is to turn out critcially reflective practioners. These are people that not only make improvements to the job at hand they think about the assumptions upon which their action is based and always review what they are doing as they practice it.
Its very easy for business people who have bought into the notion of marketing to believe that everyone else will see it their way. This isn’t the case, and ignoring the point of view of a significant number of people is a risky pastime.
Marketing criticism falls into broad camps. Criticism from outside the profession, people who have concerns about corporate social responsibility. people who worry about the downsides of consumerism and materialism, and criticism from within the business and academic professions seeking improvements either to specific tools and techniques or to the way in which marketing is put across and taught.
Often the big debates in academia go unheard or at least take their time to filter into the business conversations. Marketing Criticism is one of them. Hot topics at the moment include things like has marketing moved to a new Service Dominant Logic paradigm (networks, co-creation, relationships and collaboration) as put up by Vargo and Lusch, why is Marketing put across as an unproblematic methodology in colleges and universities?, and is Marketing academia relevant to current practice.
Criticism from outside the profession has been given a boost by the credit crunch and the behaviour of financial institutions. There might also be a global sea change in what Beck and Cowan call ‘value memes’ in which managerialsim and pure capitalism are regarded as less relevant. If this is the tone of future consumer and employee attitudes then Marketing management needs to take notice.
This lens intends to be provocative, that’s why I used the Money Brain template. I love marketing, I believe in the value of its general principles, and it has been very good to me. Ignoring criticism however means it will stop improving.” ~ ReasonableRobinson
This spectacular lens is presented in a knowledgeable manner with many links backing up its information and creative photos that really make you stop and think. Don’t miss this one!
http://www.squidoo.com/marketingisunethical
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