The unwitting corruption of broadening of marketing into neoliberalism: a beast unleashed?. (12th October 2020)

• Record Type: Journal Article
• Authors: Dholakia, Nikhilesh; Ozgun, Aras; Atik, Deniz
• Is Part Of: European journal of marketing. Volume 55:Number 3(2021)
• Page Start: 868
• Page End: 893
• Publication Date: 2020-10-12
• Subjects: Neoliberalism -- Foucault -- Social marketing -- Marketing thought -- Broadening of marketing -- Postfordism; Marketing -- Periodicals; Consumer behavior -- Periodicals; 658.8
• DOI: 10.1108/EJM-10-2018-0688
• Languages: English
• ISSNs: 0309-0566

Abstract

Abstract : Purpose: This paper aims to uncover links, overlaps and influence flows across two seemingly unrelated historical processes – the broadening of the marketing concept and the rapid rise of neoliberal ideology, and associated economic and social policies. Design/methodology/approach: Historical examination of the pivotal points in marketing thought, especially since 1960s and 1970s, is juxtaposed with the historical rise of neoliberalism to uncover linkages between marketing and neoliberalism, with a particular reference to Foucault's analysis of the neoliberal transgression of classical liberalism. Findings: While noble intentions were behind the broadening of the concept of marketing, the implicit assumptions reinforced neoliberal ideology and policies that led to rapid rise in inequality and to disastrous financial and economic crises. Research limitations/implications: This study, relying on extensive interdisciplinary theorizing, could benefit from empirical and practical extensions. Practical implications: Globally pervasive marketing practices – based on the broadening of the marketing concept – have become imbricated in contemporary spiraling crises. To escape such spirals, radical rethinking of marketing theories and practices is required. Social implications: To reorient away from serving only the interests of centralized capital and to serve the needs of people the world over, marketing thought and practice need to reorient to innovative ideas that transcend the broadened and generic marketing concepts. Originality/value: The paper develops the linkages between marketing theory and practices since the late 1960s and the neoliberal ideology politics and policies, with roots in the 1920s, that rose to prominence in the 1970s. A key contribution is an exploration of, in a marketing context, Foucault's analysis of the neoliberal eclipsing of classical liberalism.