Journal of Business Ethics 164 (4):731-744 (2020)
Abstract |
In times of erosion and dissolution of social structures and institutions, described by Bauman as the interregnum, there arises both a need and a possibility of developing alternative approaches to the most fundamental organizational practices. Marketing, a simultaneously tremendously successful and much criticized sub-discipline and practice, is a prime candidate for such a redefinition. Potential prefigurations of future processes of organizing and institutionalizing can be found within dissenting organizations, the alternative organizations built at the fringes of, and in opposition to, the mainstream businesses as reported by Parker et al.. In this paper, we present an exploration of the alternative yet already enacted practice we call earnest marketing. Drawing on an ethnographic study of a number of dissenting organizations in the United Kingdom and Poland, we focus on the radical reconstitution of marketing evidenced in their practice, defined by an attitude of earnestness and dedication to the dissemination and demonstration of their self-defined goodness: ideas and values. As organizations engage in earnest marketing, they also become receptive to reciprocal messages from their environments. We conclude by reflecting on the possibilities of a dissenting management model developing the principles of earnest marketing beyond disciplinary confines.
|
Keywords | No keywords specified (fix it) |
Categories | (categorize this paper) |
ISBN(s) | |
DOI | 10.1007/s10551-019-04396-1 |
Options |
![]() ![]() ![]() |
Download options
References found in this work BETA
Anti-Oedipus: Capitalism and Schizophrenia.Gilles Deleuze & Felix Guattari - 1977 - Univ of Minnesota Press.
Making Social Science Matter: Why Social Inquiry Fails and How It Can Succeed Again.Bent Flyvbjerg - 2001 - Cambridge University Press.
After Babel. Aspects of Language and Translation.George Steiner - 1980 - Tijdschrift Voor Filosofie 42 (2):406-407.
View all 12 references / Add more references
Citations of this work BETA
No citations found.
Similar books and articles
Church Marketing - Concept and Utility.Alin Valentin Angheluta, Andreea Strâmbu-Dima & Razvan Zaharia - 2009 - Journal for the Study of Religions and Ideologies 8 (22):171.
METAPHORS ON MARKETING : SYMBOLIC AND EFFECTIVE ATTEMPTS IN THE "LUCIAN BLAGA" CENTRAL UNIVERSITY LIBRARY CLUJ-NAPOCA, ROMANIA.Kiraly V. Istvan & Bukkei Melinda - 2006 - K. G. Saur.
The Application of Stakeholder Theory to Relationship Marketing Strategy Development in a Non-Profit Organization.Simon Knox & Colin Gruar - 2007 - Journal of Business Ethics 75 (2):115-135.
Epistemological Structures in Marketing: Paradigms, Metaphors, and Marketing Ethics.Donald P. Robin - 1991 - Business Ethics Quarterly 1 (2):185-200.
Epistemological Structures in Marketing: Paradigms, Metaphors, and Marketing Ethics.R. Eric Reidenbach & Donald P. Robin - 1991 - Business Ethics Quarterly 1 (2):185-200.
Reconnecting Marketing to Markets.Luis Araujo, John Finch & Hans Kjellberg (eds.) - 2010 - Oxford University Press.
Business-Society Relationship: A New Framework for Societal Marketing Concept.Lalita A. Manrai & Ajay K. Manrai - 2007 - Proceedings of the International Association for Business and Society 18:218-221.
Marketing Theory: A Student Text.Michael John Baker & Michael Saren (eds.) - 2010 - Sage Publications.
Cause Related Marketing and Corporate Philanthropy in the Privately Held Enterprise.Karen Maru File & Russ Alan Prince - 1998 - Journal of Business Ethics 17 (14):1529-1539.
Marketing Ethics: An International Perspective.Bodo B. Schlegelmilch - 1998 - International Thomson Business Press.
Ethics and Marketing on This Internet: Practitioners' Perceptions of Societal, Industry and Company Concerns. [REVIEW]Victoria D. Bush, Beverly T. Venable & Alan J. Bush - 2000 - Journal of Business Ethics 23 (3):237 - 248.
Ethical Issues of Global Marketing: Avoiding Bad Faith in Visual Representation.Janet Borgerson & Jonathan Schroeder - 2002 - European Journal of Marketing 36 (5/6):570-594.
Gender Differences in Ethics Judgment of Marketing Professionals in the United States.Daulatram B. Lund - 2008 - Journal of Business Ethics 77 (4):501-515.
Analytics
Added to PP index
2019-12-23
Total views
4 ( #1,282,905 of 2,519,807 )
Recent downloads (6 months)
1 ( #406,314 of 2,519,807 )
2019-12-23
Total views
4 ( #1,282,905 of 2,519,807 )
Recent downloads (6 months)
1 ( #406,314 of 2,519,807 )
How can I increase my downloads?
Downloads