Reclaiming the subject: decommodifying marketing knowledge?

Article Abstract:

The term 'commodification' commonly refers to the progressive industrialisation or packaging of the natural world to fit modern society. Object and technologies are no longer valued for their usefulness but for their exchange value. The commodification of marketing knowledge is explored and its implications for marketing academics are discussed.

Marketing, Beliefs, opinions and attitudes

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An evaluation of organisational control strategies for relationship marketing

Article Abstract:

The implications of calls by relationship marketers to discard bureaucracy and embrace alternative forms of control are discussed. It is suggested that reassessed, bureaucracy can in fact be a useful and effective form for the organisation and control of marketing activities.

Organizational change, Organizational behavior, Organizational behaviour

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The marketing mix revisited: towards the 21st century marketing

Article Abstract:

Current standing of 4 principles of marketing mix framework is assessed. Way in which marketing mix has to be read is also examined.

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