Marketing Constructs: A Critical Analysis and Theory Construction

Vol. 1 No. 1

Year : 2006

Issue : June-August

Title : Marketing Constructs: A Critical Analysis and Theory Construction 

Author Name  : Deb Sircar 

Synopsis : 

The purpose of this paper is to highlight a knowle dge gap and conceptualise a knowledge domain in the marketing context. It is argued that marketing as a concept has become a diluted management practice. All the more, it has not become a theoretically respected function within organisations. In most of the cases it is related with only sales.  It is found that marketing has several interpretations created by marketing authors. However, all these interpretations are not complementary to each other. Kotler’s multiply marketing concept come close to modern marketing than other interpretation. But this concept falls short of methodological explanation. Therefore, a post modern construct is required that takes a relavist position. This concept may involve the whole organisation and direct towards customers.