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Consumer Sovereignty, Democracy, and the Marketing Concept: A Macromarketing Perspective
Author(s) -
Dixon Donald F.
Publication year - 1992
Publication title -
canadian journal of administrative sciences / revue canadienne des sciences de l'administration
Language(s) - French
Resource type - Journals
SCImago Journal Rank - 0.347
H-Index - 48
eISSN - 1936-4490
pISSN - 0825-0383
DOI - 10.1111/j.1936-4490.1992.tb00585.x
Subject(s) - macromarketing , mythology , political science , marketing , economics , business , philosophy , theology
Marketing mythology includes a story in which the marketing concept is linked to consumer sovereignty and thus transforms a manager's pursuit of profit into consumer benefits. This story jeopardizes marketing education because it omits the element of individual responsibility and makes unrealistic assumptions about markets. Study of the long forgotten historical origins of this story reveals that the underlying concepts are based upon individual responsibility, and make realistic assumptions about markets. Early contributors to marketing and economic thought provide an alternative perspective for marketing education. Résumé Un des mythes du marketing consiste ä asservir le concept de marketing ä la toute‐puissance du consommateur et, par lä, ä transformer l'appëtit de profits du gestionnaire en avantages pour le consommateur. Ce mythe comporte un risque pour l'enseignement du marketing parce qu'il omet l'ëlëment de responsabilitë individuelle et conduit ä des suppositions irrëalistes ä propos des marchës. L'ëtude des lointaines origines historiques de ce mythe rëvële au contraire que les concepts de dëpart sont fondës sur la responsabilitë individuelle et mënent ä des hypothëses rëalistes sur les marchës. Les premiers thëoriciencs du marketing et de l'ëconomie offrent un autre point de vue par rapport ä l'enseignement du marketing.