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From Marketing Ideology to Branding Ideology

Levy, S. J. and Luedicke, M. K. (2013). From Marketing Ideology to Branding Ideology. Journal of Macromarketing, 33(1), pp. 58-66. doi: 10.1177/0276146712459656

Abstract

This special issue of the Journal is concerned with the globalization of marketing ideology. That topic raises the questions of what constitutes a marketing ideology and what might be its status on the global scene. The different approaches adopted in this special issue acknowledge the breadth of the topic and illuminate the intersection of marketing with the basic forces of cultures, politics, religion, conflicts, and a dismal financial debt crisis in the Western nations. To gain perspective, it seems relevant to observe the historical trajectory of marketing ideology and its likely continued path. To this end, we trace marketing ideology from a 19th century premarketing ideology, to its initial focus on production/distribution technology, to its early 20th century focus on customer orientation and branding, to its current focus on network conversations and the significance of modern brand ubiquity. Using these insights, we then discuss two perspectives on future development and raise some potentially relevant questions.

Publication Type: Article
Publisher Keywords: culture, marketing ideology, marketing history, branding, ideology, macromarketing
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Departments: Cass Business School > Management
URI: http://openaccess.city.ac.uk/id/eprint/4671
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