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The myopia of new marketing panaceas the case for rebuilding our discipline

Submitted To: Mr. Kashir Asghar

Submitted By: Fahad Mubarak
Verdah Shahid
Wasim Arshad
Talha Saleem
Haider Shafee
Moin Ajmal


In the mid 80s marketing went through a declined stage as it did not cater the need of innovation and
change. In universities we study the old marketing system. But there should be a talk about new
marketing system as well. Old concepts and frameworks will not work they need to be reformed and
reworked. According to Brown marketing has some kind of illness which they want to by giving it a
new face, altogether. But to their disappointment they have seen a number of consumers disliking the
new marketing approach. Consumers idea of hating the thought of marketing has grown instead of
declining. Every little or a big company is going for immense marketing which is clearly making the
consumers confused. They have suggested proliferation (rapid increase of marketing). So the essay
contains the new marketing and to recap its approaches on offer, identifying their limitations, assess
the current state of consumers resistance to marketing and to the new marketing panaceas and to
identify the theoretical framework that could help join the frameworks of new marketing and the
consumers. The written essay is expected to help in the rebuilt of marketing as a discipline and to
study it under the two major factors leading to marketing myopia, fundamentalism and colonialism.
A Proliferation of New MarketingApproaches:
Many authors following the authors like McKenna and Gummesson have come forward to give out
their viewpoint on new marketing. Brookes has come up with the title of New Marketing and also
published another book with same title. Such authors have become not only the experts on new
marketing but they have helped in giving it a clear and obvious image. Others have even
marketized the marketing approach but styling it and giving it Greek terminology, calling it Neo-
Marketing. Most of the authors claim that they are they are the pioneers of the new marketing
approach e.g. Schmitt with his work in Experiential Marketing.
All of the authors seem to have one thing common and that is challenging the Kotlerian marketing/old
marketing. Smithee describes it as a disease or an enemy for which they are working for the cure.
Palmer and Ponsonby have worked on New Marketing but they have also lacked to fulfill the
limitations to cure the basic perception. Brown choose 8 panaceas where as Morris choose 13 of
them. One worked on the Postmodernism; dealing with the consumer as an individual and the other
dealing with the cures in regard common entrepreneurial features, respectively.
Seeing all this gives us the idea that the curing measures have been spread wide across on a large


scale. The marketers, consultants, researchers, and practitioners have come up with more than 100
new panaceas. This overview only caters with the tans-industry and trans-segment approaches to
marketing. So this over view does not entertain marketing approaches dedicated to:
Construction etc.

Types of offers:
Exchange of mean of communication:
Cell phones
Television etc.
Specific segmentation, such as the Y and the X generation etc. they will also not focus on
geographical markets nor the function size of the organization. In this overview they are retaining
their cures for the B2B which only use the word marketing in order to cut short the extensive
selection of B2Bs that only use selling and management instead of marketing.
In total they have come up with more than 70 panaceas which can easily make a new marketer
confused in search of replacing the traditional marketing approach. The table has been given in the
article as well as in the slides. Further they emphasize on fact that panaceas that have gained
international recognition are mostly American where as Asian and European are kept suppressed.
Marketing Panaceas and Marketing Myopia:

Marketing has developed a lot lately and marketers have come up with all kinds of terminologies
even the metaphorical. Reading such a long list may make any one startle for a while. The
terminology in marketing is extremely vast and yet every term successfully seizes the word
marketing with it. In this manner not only that they have covered the marketing aspects but have
also given other fields the chance of enhancing marketing.
Boltanski and Chiapello suggest that this a very good effort, that marketing goes hand in hand with
the outer world. They have compared it with capitalism, which did not result as a good idea. But
pairing with marketing should be done in such a manner that the consumer should not feel intrusion in
their daily lives. All those marketers must be careful that they must not go beyond or beneath the very
core of marketing and that is, Market itself, although they do not agree with Kotlerian methods but
one thing he kept sure was as that he never diverted from the very core.
The very first group of market panaceas place themselves differently from that of Kotler. They
take the perspective of market niche.
Second group, the dominating factor of 90s suggests the marketing gateway through client
Third group emphasizes on the market environment.
Since 2000 the froth group as emerged strongly which concentrated on the subjective
experiences of the customer.
The latest group of panaceas, the fifth group, takes its perspectives to the competences of the
A Growing Consumer Antipathy
No doubt the number of panaceas has increased lately but consumers resistance has also increased
with it. The wave of general awareness among the customers have made them even more expert in the
product selection which has in result made them opposed to flood of various marketing techniques.
According to the study by Yankelovich Partners has shown that 60%o consumers have more negative
opinion about marketing and advertising than a few years ago. 61%felt that marketing went out of
control. 65% felt that there is too much bombardment of marketing lately.
A normal person is feeling harder to put up with the exaggerated advertising; they think that
marketing has taken over their consumption choice. The wide variety over the internet has given man
the access not only to see the diversification but also the interaction with the organizations

The age f technology has led to a great deal of self-actualization, which has resulted in customer
empowerment. Companies have been greatly affected by the empowerment of the customers like in
this article they have given the example of Coke and Mentos. 2006, a viral video of exciting reaction
between Diet Coke and Mentos spread across web. At first Coke didnt like it and tried replying it by
saying that people should drink it not play with it but as the time passed they changed their
perspective according to the customers.
Breaking Free From Marketing Fundamentalism and Marketing Colonialism
They propose that it is about time that they should stop engaging with type 1 changes (type one
changes as defined by Palo Alto is the kind of change produced with in the system but sill the system
remains the same. It only modifies the components but still follows the rules. Retroactive mechanisms
protect the system and help it keep its balance), instead must move towards type 2 change (alters the
rules of system). They have observed that the last group of consumers, the competency group, has
already following the type 2 change.
All the discussions have reflected the connection of two major sources i.e. marketing fundamentalism
and market colonialism.
In the first reflection we will see marketing with respect to model of exchange from economics,
which had a view of exchange of goods. This model usually applies on tangible goods in the market.
But from this point of view argument arises that how it would categories services? Manufacturing
model treats services as special kind of product. This could also be consider as the logic why
services is called as a plural but not just service.
Further they talk about the market with approach, derived from the concept that, customer is
always a co-creator of value. The model has taken the approach of targeting the customer to actually
working with them and coming up with the value not only for the business for the customer as well.
They strongly believe that this strategy would be quite fruitful. This approach can help companies to
convince their customers in the way they want to be convinced. They believe that only will they
convince them, exploit them but will also give a chance to learn from the customers. Normally
fundamentalism as a religious reflection and considered to be a very simplistic one, they believe
thatthis the best way of describing the attitude of all those who think they believe in the actual truth.
Fundamentalism considered being the right approach thinking that all others are wrong and the
authors say Marketing Management is a part of such approach causing myopia. Approach of market
with is actually the anti-fundamentalist approach.

The second reflectiontakes the researchers to play with the word marketing. The say that if we drop
the suffix ing we can concentrate on what is left behind, Market. Emphasize should not only be on
marketing but it should also see the impact of/on markets. But when we talk in the light of panaceas
we can drop the word market and are left with ing. They then connect it with society instead of
connecting it with market. Societing is a term that is off and on used in the European literature,
meaning to make society.
The authors say that theory paper is not a grand theory towards changing the face marketing but it
does cover a few aspects in regards to thinking about marketing in such a way that myopia could be
avoided. The market with and market to both approaches are given and both can help breaking
free from marketing fundamentalism and marketing colonialism.


brabandere, L. D. (2005). The Forgotten Half of Change: Achieving Greater Creativity Through Changes.
USA: Dearborn Trade Publishers.
Oliver Badot, B. C. (2008). The Myopia of New Marketing Panaceas: The case for Rebiulding our
Discipline. Journal of Marketing Management, 205-219.