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Driven to excess? Linking calling, character and the (mis)behaviour of marketers

  • We are presently at a point of unique circumstantial convergence where recession, an increased emphasis on business ethics, and marketer’s reluctance to accept shifting social agendas have combined to identify the need for a new approach to marketing. Using concepts from the human resources, marketing and psychology literatures, and especially Erich Fromm’s ideas concerning economic character, this paper posits that marketers – as a professional community – are driven to promote consumerist outcomes; victims of an automaton amalgam of calling and character. The analysis suggests the vulnerability of both marketer and consumer are mutually reinforcing and that we need, somehow, to break this damaging cycle of dependence. We know little, however, about how marketers think and feel about their discipline, so this paper also promotes an agenda for marketer behaviour research, as a countervailing balance to a currently disproportionate focus on the consumer.

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Metadaten
Author:Tony Woodall
Parent Title (English):Marketing Theory, Vol. 12, No. 2 (2012), pp. 173-191. [Online ISSN 1741-301X] [doi.org/10.1177/1470593111418797]
Document Type:Articles
Language:English
Year of first Publication:2012
Release Date:2024/04/04
Format:to purchase via publisher
IdNo:Woodall_T_2012
Writings about Erich Fromm (Secondary Literature):Articles / Artikel
Erich Fromm's Library and Erich Fromm Archive:Articles / Artikel
Licence (German):
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