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