publication . Report . Preprint . 2009

Is marketing becoming a dirty word? A longitudinal study of public perceptions of marketing

Dalsace , Frédéric; Markovitch , Dmitri;
Open Access English
  • Published: 20 Nov 2009
  • Publisher: HAL CCSD
Abstract
Cahier de recherche HEC - n°923; There is growing sentiment in the marketing community that our society holds an increasingly unfavorable view of the marketing profession. However, this sentiment is largely based on anecdotal and experiential evidence. In response, the authors use content analysis of the general press to investigate the American public's current and past attitudes towards marketing. They obtain compelling evidence that the public's attitude towards marketing has deteriorated over the past twenty years. They observe a similar trend in how marketing is treated in the American business press and in blogs. Next, the authors replicate their analyses ...
Subjects
free text keywords: marketing practice; marketing image; perception of marketing, marketing practice, marketing image, perception of marketing, JEL: M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M3 - Marketing and Advertising/M.M3.M31 - Marketing, [SHS.GESTION.MARK]Humanities and Social Sciences/Business administration/domain_shs.gestion.mark, JEL : M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M3 - Marketing and Advertising/M.M3.M31 - Marketing, [ SHS.GESTION.MARK ] Humanities and Social Sciences/Business administration/domain_shs.gestion.mark, jel:M31
Powered by OpenAIRE Open Research Graph
Any information missing or wrong?Report an Issue
publication . Report . Preprint . 2009

Is marketing becoming a dirty word? A longitudinal study of public perceptions of marketing

Dalsace , Frédéric; Markovitch , Dmitri;