Title: Future directions of marketing knowledge: proposing an enriching framework including self-actualisation marketing

Authors: Goran Svensson, Stefan Lagrosen

Addresses: Oslo School of Management, P.O. Box 1195, Sentrum, 0107 Oslo, Norway. ' Department of Economics and Informatics, University West, SE-461 86 Trollhattan, Sweden

Abstract: This paper aims to review schools and frameworks of marketing knowledge in order to propose future directions of marketing knowledge. The authors also provide a brief retrospective view of the marketing discipline. Reflecting over the origin, evolution and current status, the authors have come to distinguish three cornerstones of marketing knowledge namely objective, process and subjective. On this basis, five potential steps in the development of marketing knowledge are identified. The paper draws attention to the areas: the entrance of marketers, the levels of marketing knowledge, the introduction of self-actualisation marketing, the effect of time and complexity on marketing knowledge, and the need for syntheses and generalisations of marketing knowledge. A framework for enriching the field of marketing with these five interrelated paths of development is proposed. Finally, it provides a model of proposition to future marketing knowledge.

Keywords: marketing knowledge; learning; school; framework; self-actualisation marketing; relationship marketing; Maslow; marketers.

DOI: 10.1504/IJECRM.2009.029294

International Journal of Electronic Customer Relationship Management, 2009 Vol.3 No.4, pp.327 - 343

Published online: 18 Nov 2009 *

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