ANVESHAK-International Journal of Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

A Critical Analysis of Contemporary Marketing


Affiliations
1 SVKM’s Institute of International Studies, JVPD Scheme, Vile Parle-W, Mumbai-400056, India
     

   Subscribe/Renew Journal


This research article aims at bringing about both good as well as evil sides of marketing in modern times. The emphasis has been laid to cover some of the important aspects of marketing, and companies and brands use it to achieve objectives. This paper is also an attempt in understanding and analyzing how marketing is affecting society at large. The objective of this research is to critically analyze marketing, look at alternate views and provide a deeper understanding of the concept.

Keywords

Contemporary Marketing, Consumer Behaviour, Emerging Markets, Profit, Value, Vulnerable Customers.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Alvy, L.M. and Calvert, S.L. (2008), “Food Marketing on Popular Children’s Websites: A Content Analysis”, Journal of the American Dietetic Association, Vol. 108(4), pp. 710–713.

  • Avery, R.J. and Ferraro, R. (2000), “Verisimilitude or Advertising? Brand Appearances on Prime-time Television”, Journal of Consumer Affairs, Vol. 34(2), pp. 217–244.

  • Bayraktar, A. (2013), “Marketing the Media with Sexuality and Violence: Is it Ethical?”, Journal of Academic and Business Ethics, Vol. 7, p. 1.

  • Belch, M.A., Holgerson, B.E., Belch, G.E. and Koppman, J. (1982), “Psychophysiological and Cognitive Responses to Sex in Advertising”, NA-Advances in Consumer Research, Vol. 9.

  • Belz, F.M. and Peattie, K. (2009), Sustainability Marketing: A Global Perspective, Chichester: Wiley.

  • Brenkert, G.G. (1998), “Marketing and the Vulnerable”, Business Ethics Quarterly, pp. 7–20.

  • Brennan, R., Dahl, S. and Eagle, L. (2010), “Persuading Young Consumers to make Healthy Nutritional Decisions”, Journal of Marketing Management, Vol. 26(7–8), pp. 635–655.

  • Calvert, S.L. (2008), “Children as Consumers: Advertising and Marketing”, The Future of Children, Vol. 18(1), pp. 205–234.

  • Carrigan, M., Moraes, C. and Leek, S. (2011), “Fostering Responsible Communities: A Community Social Marketing Approach to Sustainable Living”, Journal of Business Ethics, Vol. 100(3), pp. 515–534.

  • Chabowski, B.R., Mena, J.A. and Gonzalez-Padron, T.L. (2011), “The Structure of Sustainability Research in Marketing, 1958–2008: A Basis for Future Research Opportunities”, Journal of the Academy of Marketing Science, Vol. 39(1), pp. 55–70.

  • Clow, K.E. (2004), Integrated Advertising, Promotion and Marketing Communications, Pearson Education India.

  • Culp, J., Bell, R.A. and Cassady, D. (2010), “Characteristics of Food Industry Web Sites and “Advergames” Targeting Children”, Journal of Nutrition Education and Behavior, Vol. 42(3), pp. 197–201.

  • Dahl, D.W., Sengupta, J. and Vohs, K.D. (2009), “Sex in Advertising: Gender Differences and the Role of Relationship Commitment”, Journal of Consumer Research, Vol. 36(2), pp. 215–231.

  • Friestad, M. and Wright, P. (2005), “The Next Generation: Research for Twenty-firstcentury Public Policy on Children and Advertising”, Journal of Public Policy & Marketing, Vol. 24(2), pp. 183–185.

  • García-Rosell, J.C. and Moisander, J. (2007), “Ethical Dimensions of Sustainable Marketing: A Consumer Policy Perspective”, E-European Advances in Consumer Research, Vol. 8.

  • Gould, S.J. (1994), “Sexuality and Ethics in Advertising: A Research Agenda and Policy Guideline Perspective”, Journal of Advertising, Vol. 23(3), pp. 73–80.

  • Grier, S.A. and Kumanyika, S. (2010), “Targeted Marketing and Public Health”, Annual Review of Public Health, Vol. 31, pp. 349–369.

  • Harris, J.L. and Graff, S.K. (2012), “Protecting Young People from Junk Food Advertising: Implications of Psychological Research for First Amendment Law”, American Journal of Public Health, Vol. 102(2), pp. 214–222.

  • Hayko, G. (2010), “Effects of Advertising on Society: A Literary Review”, Hohonu, Vol. 8, pp. 79–82.

  • Hultin, M. and Lundh, E. (2004), “Sex in Advertising: How it Influences Young Men and Women”.

  • India, D. (2014), IndiaStat, New Delhi: Datanet India.

  • Jones, P., Clarke-Hill, C., Comfort, D. and Hillier, D. (2008), “Marketing and sustainability”, Marketing Intelligence & Planning, Vol. 26(2), pp. 123–130.

  • Kasser, T.E. and Kanner, A.D. (2004), Psychology and Consumer Culture: The Struggle for a Good Life in a Materialistic World, American Psychological Association.

  • Korn, D. (2006), “Ethical Judgments of Sexual Appeals in Advertising Image-Based Products to Teens”, Senior Honors Projects, p. 5.

  • Kotler, P. (2000), “Marketing Management Millennium Edition”, Marketing Management, Vol. 23(6), pp. 188–193.

  • Kunkel, D. (1988), “From a Raised Eyebrow to a Turned Back: The FCC and Children's Product-related Programming”, Journal of Communication, Vol. 38(4), pp. 90–108.

  • Majtan, S. and Dubcova, G. (2008), “The Ethics in the Product Marketing”, Ekonomika a Management, No. 2.

  • Moorman, C. and Rust, R.T. (1999), “The Role of Marketing”, The Journal of Marketing, pp. 180–197.

  • Murphy, P.E., Laczniak, G.R. and Wood, G. (2007), “An Ethical Basis for Relationship Marketing: A Virtue Ethics Perspective”, European Journal of Marketing, Vol. 41(1/2), pp. 37–57.

  • Nylund, B.V. (2014), “Marketing and Advertising to Children: The Issues at Stake”, The Guardian.

  • Organisation for Economic Co-operation and Development (2001), Measuring Productivity: Measurement of Aggregate and Industry-level Productivity Growth: OECD Manual, Organisation for Economic Co-operation and Development.

  • Parilti, N., Demirguneş, B.K. and Ozsaçmacı, B. (2014), “Ethical Issues in Marketing: An Application For Understanding Ethical Decision Making”, İktisadiveİdariBilimlerDergisi, Vol. 36(2), pp. 275–298.

  • Pollay, R.W. (2000), “The Distorted Mirror: Reflections on the Unintended Consequences of Advertising”, Advertising & Society Review, Vol. 1(1).

  • Roper, S. and Shah, B. (2007), “Vulnerable Consumers: The Social Impact of Branding on Children”, Equal Opportunities International, Vol. 26(7), pp. 712–728.

  • Smith, N.C. and Cooper-Martin, E. (1997), “Ethics and Target Marketing: The Role of Product Harm and Consumer Vulnerability”, The Journal of Marketing, pp. 1–20.

  • Story, M., Kaphingst, K.M. and French, S. (2006), “The Role of Schools in Obesity Prevention”, The Future of Children, pp. 109–142.

  • Terkan, R. (2014), “Importance of Creative Advertising and Marketing According to University Students' Perspective”, International Review of Management and Marketing, Vol. 4(3), p. 239.

  • Vassilikopoulou, A., Siomkos, G. and Rouvaki, C. (2008), “The Ethical and Unethical Dimensions of Marketing”, Management Review: An International Journal, Vol. 3(2), pp. 49–60.

  • Virvilaite, R. and Matuleviciene, M. (2013), “The Impact of Shocking Advertising to Consumer Buying Behavior”, Economics and Management, Vol. 18(1), pp. 134–141.

  • Vogel, D. (2007), The Market for Virtue: The Potential and Limits of Corporate Social Responsibility”, Brookings Institution Press.

  • Walker, P. and Zaid, A., “The Effects of Sexualization in Advertisements”.

  • Weber, K., Story, M. and Harnack, L. (2006), “Internet Food Marketing Strategies Aimed at Children and Adolescents: A Content Analysis of Food and Beverage Brand Web Sites”, Journal of the American Dietetic Association, Vol. 106(9), pp. 1463–1466.

  • Wilkie, W.L. and Moore, E.S. (1999), “Marketing's Contributions to Society”, The Journal of Marketing, pp. 198–218.


Abstract Views: 788

PDF Views: 0




  • A Critical Analysis of Contemporary Marketing

Abstract Views: 788  |  PDF Views: 0

Authors

Dimple Kaul
SVKM’s Institute of International Studies, JVPD Scheme, Vile Parle-W, Mumbai-400056, India

Abstract


This research article aims at bringing about both good as well as evil sides of marketing in modern times. The emphasis has been laid to cover some of the important aspects of marketing, and companies and brands use it to achieve objectives. This paper is also an attempt in understanding and analyzing how marketing is affecting society at large. The objective of this research is to critically analyze marketing, look at alternate views and provide a deeper understanding of the concept.

Keywords


Contemporary Marketing, Consumer Behaviour, Emerging Markets, Profit, Value, Vulnerable Customers.

References





DOI: https://doi.org/10.15410/aijm%2F2017%2Fv6i2%2F149991