POWER MARKETING: ITS PAST, PRESENT, AND FUTURE

Abstract

Somewhere along the line marketers got off track, especially at the academic level. At its core, the discipline is one of persuasion and influence. Yet the concept of power is conspicuously absent from most works on the nature of the marketing effort. That's a hit like trying to teach skydiving by ignoring gravity. Sometimes the results are also similar, in dealing with policy and strategy. The author provides a brief history of the demise of the power concept in marketing and offers a contextual argument for its inclusion as a central tenet of the discipline's conceptual core.

Citation

Anderson, J.V. (1987), "POWER MARKETING: ITS PAST, PRESENT, AND FUTURE", Journal of Consumer Marketing, Vol. 4 No. 3, pp. 5-13. https://doi.org/10.1108/eb008199