Marketing Apocalypse: Eschatology, Escapology and the Illusion of the End (Routledge Advances in Management and Business Studies)

317 Pages·1997·5.95 MB·English

by  Stephen Brown

MARKETING APOCALYPSE
Is marketing in crisis? Some commentators have contended that marketing
principles no longer appear relevant to the ‘real world’ of marketing managers.
The foremost figures in the field are marketing’s most outspoken critics rather
than disseminators of the marketing message. Indeed, a number of noted academic
authorities have announced nothing less than ‘the end of marketing’.
While such apocalyptic sentiments are very much in keeping with our degraded,
postmodern, pre-millennial times, the present volume of essays examines the
extent to which the end of marketing is nigh. The authors explore the present state
of marketing scholarship and put forward a variety of visions of marketing for the
twenty-first century. Ranging from narratology to feminism, these prophesies are
always enlightening, often provocative and occasionally outrageous. Marketing
Apocalypse is required reading for anyone interested in the future of marketing.
Stephen Brown is Professor of Retailing at the University of Ulster, Jim Bell is
Associate Professor in Marketing at the University of Otago, New Zealand and
David Carson is Professor of Marketing at the University of Ulster.
ROUTLEDGE ADVANCES IN MANAGEMENT AND
BUSINESS STUDIES
1 MIDDLE MANAGERS IN EUROPE
Yves Frédéric Livian and John G.Burgoyne
2 MARKETING APOCALYPSE
Eschatology, Escapology and the Illusion of the End
Edited by Stephen Brown, Jim Bell and David Carson
3 RELATIONSHIP MARKETING IN PROFESSIONAL SERVICES
A study of agency-client dynamics in the advertising sector
Aino Halinen
4 JOB DESIGN AND TECHNOLOGY
Taylorism vs. anti-Taylorism
Hans D.Pruijt
MARKETING
APOCALYPSE
Eschatology, escapology and the
illusion of the end
Edited by Stephen Brown, Jim Bell and David
Carson
London and New York
First published 1996
by Routledge
11 New Fetter Lane, London EC4P 4EE
This edition published in the Taylor & Francis e-Library, 2005.
“To purchase your own copy of this or any of Taylor & Francis or Routledge’s
collection of thousands of eBooks please go to www.eBookstore.tandf.co.uk.”
Simultaneously published in the USA and Canada
by Routledge
29 West 35th Street, New York, NY 10001
First published in paperback 1998
© 1996 Stephen Brown , Jim Bell and David Carson
All rights reserved. No part of this book may be reprinted or
reproduced or utilized in any form or by any electronic,
mechanical, or other means, now known or hereafter
invented, including photocopying and recording, or in any
information storage or retrieval system, without permission in
writing from the publishers.
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloguing in Publication Data
Marketing apocalypse: eschatology, escapology and the illusion of the end/edited by
Stephen
Brown, Jim Bell and David Carson.
p. cm.
Includes bibliographical references and index.
1. Marketing—Forecasting. 2. Twenty-first century—Forecasts.
I. Brown, Stephen, II. Bell, Jim, III. Carson, David
[HF5415. 122.M393 1997]
658.8—dc21 97–16140
ISBN 0-203-36062-1 Master e-book ISBN
ISBN 0-203-37318-9 (Adobe eReader Format)
ISBN 0-415-14822-7 (hbk)
ISBN 0-415-17356-6 (pbk)
THE SHALLOW MEN
This is the way marketing ends
This is the way marketing ends
This is the way marketing ends
Not with a bang but an olufsen
Not with a break but a kit-kat
Not with a coke but a smile
CONTENTS
List of figures viii
List of tables ix
List of contributors x
Preface xiv
1 APOCAHOLICS ANONYMOUS: LOOKING BACK 1
ON THE END OF MARKETING
Stephen Brown, Jim Bell and David Carson
Part I Crisis
2 TRINITARIANISM, THE ETERNAL EVANGEL 23
AND THE THREE ERAS SCHEMA
Stephen Brown
3 MAKING A DRAMA OUT OF A CRISIS: THE FINAL 45
CURTAIN FOR THE MARKETING CONCEPT
Pierre McDonagh and Andrea Prothero
4 APOCALYPTUS INTERRUPTUS: A TALE BY 67
PARABLES, APOSTLES AND EPISTLES
Douglas Brownlie and John Desmond
5 ON AURA, ILLUSION, ESCAPE AND HOPE IN 89
APOCALYPTIC CONSUMPTION: THE
APOTHEOSIS OF LAS VEGAS
Russell W.Belk
Part II Judgement
6 IN SEARCH OF THE HIDDEN GO(O)D: A 113
PHILOSOPHICAL DECONSTRUCTION AND
NARRATOLOGICAL REVISITATION OF THE
ESCHATOLOGICAL METAPHOR IN MARKETING
Benoît Heilbrunn
vii
7 THE PROTESTANT ETHIC AND THE SPIRIT OF 135
MARKETING: VISIONS OF THE END
Ray Kent
8 MARKETS, EXCHANGE AND THE EXTREME 147
Cornelius G.Buttimer and Donncha Kavanagh
9 THE FALL AND RISE OF MARKETING 173
FUNDAMENTALISM: THE CASE OF THE
‘NATURE & DÉCOUVERTES’ DISTRIBUTION
CONCEPT
Patrick Hetzel
Part III Renovation
10 MARKETING ADIDIMUS 191
Michael J.Thomas
11 ADVERTISING RESEARCH: SINS OF OMISSION 209
AND INAUGURATED ESCHATOLOGY
Stephanie O’Donohoe
12 THE PATHETIC PHALLUSIES OF ST THOMAS 227
AQUINAS AND WHY MARKETING SHOULD GIVE
EVE A BREAK
Miriam Catterall, Pauline Maclaran and Lorna Stevens
13 ON ESCHATOLOGY, ONANIST SCATOLOGY, OR 241
HONEST CATOLOGY? CATS SWINGING, SCAT
SINGING, AND CAT SLINGING AS RIFFS, RIFTS,
AND WRITS IN A CATALYTIC CATECHISM FOR
THE CATACLYSM
Morris B.Holbrook
14 THE FUTURE IS PAST: MARKETING, 265
APOCALYPSE AND THE RETREAT FROM UTOPIA
Stephen Brown and Pauline Maclaran
Name index 285
Subject index 295
FIGURES
1.1 Visualising the End 3
6.1 The expanded A-C-V model 120
6.2 The actancial model 128
8.1a Peter Bruegel, The Fight Between Carnival and Lent (1559) 149
8.1b Peter Bruegel, The Fight Between Carnival and Lent (detail) 149
8.2 George du Noyer, Donnybrook Fair in the Year 1830 150
8.3 Edgar Degas, A Cotton Office, New Orleans (1873) 161
9.1 Nature & Découvertes 175
13.1 Stereo pairs showing consumption activities in the life of a cat 256
14.1 Marketing functions and co-ordinating role 272
14.2 The growth of marketing in the firm 274
14.3 Relationship marketing 275
14.4 St Clement’s Retreat House 277
TABLES
3.1 The demise of the moving statue 55
6.1 Instrumental and terminal values in the Rokeach Value Survey 118
10.1 New organisational forms for marketing: a classification 202
framework
10.2 Advanced marketing capability–the bridge to the future 203