The alternative "Marketing Revolution": infra-power, the compromising consumer and goodwill creation. (16th May 2016)

• Record Type: Journal Article
• Authors: Tadajewski, Mark
• Editors: Jones, Brian; Jones, Brian
• Is Part Of: Journal of historical research in marketing. Volume 8:Number 2(2016)
• Publication Date: 2016-05-16
• Subjects: Marketing -- History -- Periodicals; Marketing -- Philosophy -- Periodicals; 658.8005
• DOI: 10.1108/JHRM-03-2016-0003
• Languages: English
• ISSNs: 1755-750X

Abstract

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.