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The Alternative “Marketing Revolution”: Infra-power, the Compromising Consumer and Goodwill Creation

Tadajewski, M.

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Authors

M. Tadajewski



Abstract

Purpose This paper reviews the contributions of Harry Tosdal, a pioneer of sales and marketing management. It serves to puncture a variety of marketing myths and illuminate a completely neglected concept of the consumer. Design/methodology/approach This account is based on a close reading of Tosdal’s publications. Findings Tosdal articulated a highly nuanced interpretation of marketing management, market research and sales force management. Each of these elements was keyed into fostering goodwill between firm and customer. Perhaps most importantly, he provides a counterpoint to the idea that the consumer is sovereign in the marketplace. Instead, he makes a case that the ontology of the market is riven by compromise. Originality/value This paper highlights the concept of the compromising consumer. Arguably, this is a much more empirically realistic conception of the agency we possess in the marketplace than the idea that we move markets in ways absolutely consistent with our desires.

Citation

Tadajewski, M. (2016). The Alternative “Marketing Revolution”: Infra-power, the Compromising Consumer and Goodwill Creation. Journal of Historical Research in Marketing, 8(2), 308-334. https://doi.org/10.1108/jhrm-03-2016-0003

Journal Article Type Article
Acceptance Date Mar 5, 2016
Online Publication Date May 16, 2016
Publication Date May 16, 2016
Deposit Date Mar 15, 2016
Publicly Available Date Mar 16, 2016
Journal Journal of Historical Research in Marketing
Print ISSN 1755-750X
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 8
Issue 2
Pages 308-334
DOI https://doi.org/10.1108/jhrm-03-2016-0003

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Copyright Statement
This article is © Emerald Group Publishing and permission has been granted for this version to appear here http://dro.dur.ac.uk/17930/. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.




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