Denial at the top table: status attributions and implications for marketing.

Mark A.P. Davies, Barry Ardley

    Research output: Contribution to journalArticle

    7 Citations (Scopus)

    Abstract

    Senior marketing management is seldom represented on the Board of Directors nowadays, reflecting a deteriorating status of the marketing profession. We examine some of the key reasons for marketing's demise, and discuss how the status of marketing may be restored by demonstrating the value of marketing to the business community. We attribute marketing's demise to several related key factors: narrow typecasting; marginalisation and limited involvement in product development; questionable marketing curricula; insensitivity towards environmental change; questionable professional standards and roles; and marketing's apparent lack of accountability to CEOs. Each of these leads to failure to communicate, create or deliver value within marketing. We argue that a continued inability to deal with marketing's crisis of representation will further erode the status of the discipline both academically and professionally. [ABSTRACT FROM PUBLISHER]
    Original languageEnglish
    Pages (from-to)113-126
    JournalJournal of Strategic Marketing
    Volume20
    Issue number2
    DOIs
    Publication statusPublished - 2012

    Keywords

    • accountability
    • marketing
    • stakeholders
    • status
    • value

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