Marketing Schools of Thought and Their Present Day Relevance

2021 ◽  
pp. 231971452110457
Author(s):  
Aditya Shankar Mishra ◽  
Revti Raman Mishra
Keyword(s):  
General Theory ◽  
Social Exchange ◽  
Two Dimensions ◽  
Organizational Dynamics ◽  
Focal Points ◽  
Economic Perspective ◽  
Buyer Behaviour ◽  
History Of ◽  
Marketing And Society ◽  
The Relationship

The present article is the compendium of the 12 schools of thought (namely, ‘commodity’, ‘functional’, ‘regional’, ‘institutional’, ‘functionalist’, ‘managerial’, ‘buyer behaviour’, ‘activist’, ‘macro-marketing’, ‘organizational dynamics’, ‘systems’ and ‘social exchange’) in the marketing discipline since its inception in the early 1900s. These 12 schools of thought belong to the four quadrants on the two dimensions, namely ‘Interactive/Non-interactive’ perspective and ‘Economic/Non-economic’ perspective. The similarities, dissimilarities and focal points of these schools of thought have been briefly discussed. The article highlights, how the focal points across the schools of marketing thought have been continuously changing. The major contributions under these schools have also been discussed. Further, the article provided a general overview and criticism of these schools of the marketing discipline. The article further discusses the five controversies around the history of marketing, which are about the dominant perspective in marketing, the relationship between marketing and society, homogeneity of the internal subdivisions of marketing, the debate about marketing as science or arts and the creation of the general theory of marketing. The article also discusses the important issue of plugging the gap between the academic and managerial perspectives of the marketing theories.

scholarly journals Host-Guest Relationships in Non-Commercial Tourism Settings: WWOOFing in New Zealand

2021 ◽  
Author(s):  
◽  
Dagmar Cronauer
Keyword(s):  
New Zealand ◽  
Interpersonal Relationships ◽  
Social Exchange ◽  
Personal Narratives ◽  
Two Dimensions ◽  
Multiple Roles ◽  
Social Dimension ◽  
Organic Farms ◽  
Interpersonal Connectedness ◽  
The Relationship

<p>This study investigates host-­guest elationships in a non‐commercial tourism setting within the context of WWOOF (World Wide Opportunities on Organic Farms) in New Zealand. WWOOF is a worldwide membership network of organic farms, and is comprised of non‐monetary exchange relationships between WWOOF hosts and guests (WWOOFers). It involves tourists offering their help with activities on these farms in exchange for accommodation and food. The purpose of this research is to examine WWOOF hosts and guests’ meanings and understandings of the host‐guest relationship and the dynamics that influence the nature of the WWOOF encounter. An examination of hosts and guests’ expectations and their subsequent effect on the encounter, and of personal outcomes, assist in making sense of the multiple roles of both parties. The study contributes to the limited research that explores non‐commercial host‐guest relationships in tourism. Through consulting literature on the commercial home, it builds on previous work on WWOOFing by focusing on hosts and guests’ perceptions rather than only one perspective. It gives voice to an under‐acknowledged group of hosts and tourists, who are not counted as contributors to economic development of tourism in New Zealand. The research  was developed within a social constructivist paradigm. Using phenomenological methodology, in‐depth interviews with hosts and guests in New Zealand allowed for a thorough analysis of their personal narratives of the WWOOF experience, and the host‐guest relationships. Twenty‐eight interviews were conducted during June and July 2011  (some with two interviewees): resulting in data from 24 hosts and 15 WWOOFers. The findings suggest that WWOOF hosts and guests interact within work and social dimensions. The work dimension dictates that the guest offer help with work on the organic property in return for accommodation and  food provided by the host. The social dimension demands interpersonal exchange and social bonds are developed. A model is presented, which demonstrates that host‐guest relationships in WWOOFing evolve and are constantly being negotiated and evaluated. Hosts and guests have multiple roles within the two dimensions: employer‐employee, host‐guest, (family) host‐family member, and friends. These roles are dependent on the level of formalisation of the encounter and the level of interpersonal connectedness. The encounter involves the host’s obligation to meet the needs of the guest and the guest’s obligation to adhere to implicit and explicit rules and guidelines determined by the host. Space and time are mostly shared within the host’s home or hosting space. The study shows that the relationships that occur are complex and multi‐faceted. The various dimensions, which are essential in creating closer, interpersonal relationships, are negotiated within various levels of the relationship. The aspects that influence the roles adopted in work and social spheres and the evolution of the relationship require an understanding of the temporal roles of hosts and guests, trust, shared values and stories, as well as work and social exchange elements.</p>

TOWARD A GENERAL THEORY OF SOCIAL EXCHANGE

1993 ◽  
Vol 21 (3) ◽  
pp. 227-239 ◽  
Author(s):  
J. Wagona Makoba
Keyword(s):  
General Theory ◽  
Social Exchange ◽  
Social Exchange Theory ◽  
Sociological Theory ◽  
Full Range ◽  
Exchange Model ◽  
Exchange Theory ◽  
The Relationship

Proponents of the individualistic and collectivistic theories of social exchange behavior contend that the two perspectives cannot be integrated because they are based on different assumptions about the relationship between individuals and society. In addition, the opponents of integration argue that such an effort would undermine the polemical development of sociological theory. This paper uses existing ethnographic and anthropological evidence to argue that the individualistic and collectivistic orientations of social exchange theory can be successfully integrated since they are not mutually exclusive as claimed by their proponents. I propose to synthesize the individualistic and collectivistic perspectives into an interactional exchange model of behavior that takes into account the full range of individual and group motives, values and interests.

scholarly journals Host-Guest Relationships in Non-Commercial Tourism Settings: WWOOFing in New Zealand

2021 ◽  
Author(s):  
◽  
Dagmar Cronauer
Keyword(s):  
New Zealand ◽  
Interpersonal Relationships ◽  
Social Exchange ◽  
Personal Narratives ◽  
Two Dimensions ◽  
Multiple Roles ◽  
Social Dimension ◽  
Organic Farms ◽  
Interpersonal Connectedness ◽  
The Relationship

<p>This study investigates host-­guest elationships in a non‐commercial tourism setting within the context of WWOOF (World Wide Opportunities on Organic Farms) in New Zealand. WWOOF is a worldwide membership network of organic farms, and is comprised of non‐monetary exchange relationships between WWOOF hosts and guests (WWOOFers). It involves tourists offering their help with activities on these farms in exchange for accommodation and food. The purpose of this research is to examine WWOOF hosts and guests’ meanings and understandings of the host‐guest relationship and the dynamics that influence the nature of the WWOOF encounter. An examination of hosts and guests’ expectations and their subsequent effect on the encounter, and of personal outcomes, assist in making sense of the multiple roles of both parties. The study contributes to the limited research that explores non‐commercial host‐guest relationships in tourism. Through consulting literature on the commercial home, it builds on previous work on WWOOFing by focusing on hosts and guests’ perceptions rather than only one perspective. It gives voice to an under‐acknowledged group of hosts and tourists, who are not counted as contributors to economic development of tourism in New Zealand. The research  was developed within a social constructivist paradigm. Using phenomenological methodology, in‐depth interviews with hosts and guests in New Zealand allowed for a thorough analysis of their personal narratives of the WWOOF experience, and the host‐guest relationships. Twenty‐eight interviews were conducted during June and July 2011  (some with two interviewees): resulting in data from 24 hosts and 15 WWOOFers. The findings suggest that WWOOF hosts and guests interact within work and social dimensions. The work dimension dictates that the guest offer help with work on the organic property in return for accommodation and  food provided by the host. The social dimension demands interpersonal exchange and social bonds are developed. A model is presented, which demonstrates that host‐guest relationships in WWOOFing evolve and are constantly being negotiated and evaluated. Hosts and guests have multiple roles within the two dimensions: employer‐employee, host‐guest, (family) host‐family member, and friends. These roles are dependent on the level of formalisation of the encounter and the level of interpersonal connectedness. The encounter involves the host’s obligation to meet the needs of the guest and the guest’s obligation to adhere to implicit and explicit rules and guidelines determined by the host. Space and time are mostly shared within the host’s home or hosting space. The study shows that the relationships that occur are complex and multi‐faceted. The various dimensions, which are essential in creating closer, interpersonal relationships, are negotiated within various levels of the relationship. The aspects that influence the roles adopted in work and social spheres and the evolution of the relationship require an understanding of the temporal roles of hosts and guests, trust, shared values and stories, as well as work and social exchange elements.</p>

Democratic Waves in Historical Perspective

2018 ◽  
Vol 16 (3) ◽  
pp. 634-651 ◽  
Author(s):  
Seva Gunitsky
Keyword(s):  
Historical Perspective ◽  
Regime Change ◽  
Two Dimensions ◽  
External Influence ◽  
Focal Points ◽  
Success Rates ◽  
Global History ◽  
Cross Border ◽  
Causal Mechanisms ◽  
History Of

For over two centuries, the evolution of democracy has been marked by repeated democratic waves. Yet these cross-border bursts of revolution and reform have varied widely in their origins, intensity, and success rates. How do we compare cascades of regime change, and what lessons do they offer about the spread of democracy? I lay out a historical framework of democratic waves that focuses on recurring causal mechanisms across time. Thirteen democratic waves are categorized according to two dimensions: 1) the origins of external influence, located in eitherverticalhegemonic transformations or inhorizontalcross-border linkages; 2) the strength of external influence, taking the form ofcontagionwhen outside forces dominate andemulationwhen domestic focal points shape the timing of contention. This approach allows for more meaningful comparisons between these important, recurring, yet seemingly incomparable democratic waves. More generally, it suggests that the global history of democracy cannot be reduced to the sum of its national trajectories.

Uncertainty and Control in Russia

2013 ◽  
Author(s):  
Jacob N. Shapiro
Keyword(s):  
Northern Ireland ◽  
Organizational Dynamics ◽  
Small Scale ◽  
Secret Police ◽  
Terrorist Organizations ◽  
Terrorist Groups ◽  
History Of ◽  
And Control ◽  
The Relationship

This chapter analyzes the organization of pre-Revolutionary Russian terrorist groups in the 1880s and 1900s. Understanding these groups is useful in many ways. First, and most important, many of the organizational pathologies of terrorism are starkly illustrated by the travails of what were really the first modern terrorist organizations. Second, comparing these groups offers an opportunity to test hypotheses about the relationship between uncertainty and control. Third, the history of these groups is extremely well developed, in part because the archives of the Tsarist secret police were preserved, giving historians a rich set of investigative and interrogation reports to work with. Finally, the scale of violence in Russia was much greater than in Northern Ireland or Palestine. Examining this case thus complements the al-Qa'ida in Iraq case study in confirming that organizational dynamics described in preceding chapters are not unique to small-scale conflicts.

The relationship of the scleractinian corals to the rugose corals

Paleobiology ◽  
1980 ◽  
Vol 6 (02) ◽  
pp. 146-160 ◽  
Author(s):  
William A. Oliver
Keyword(s):  
Critical Points ◽  
Scleractinian Corals ◽  
Convincing Evidence ◽  
Early Triassic ◽  
Rugose Corals ◽  
History Of ◽  
The Subject ◽  
Relationship Of ◽  
The Relationship ◽  
Biologic Factors

The Mesozoic-Cenozoic coral Order Scleractinia has been suggested to have originated or evolved (1) by direct descent from the Paleozoic Order Rugosa or (2) by the development of a skeleton in members of one of the anemone groups that probably have existed throughout Phanerozoic time. In spite of much work on the subject, advocates of the direct descent hypothesis have failed to find convincing evidence of this relationship. Critical points are:(1) Rugosan septal insertion is serial; Scleractinian insertion is cyclic; no intermediate stages have been demonstrated. Apparent intermediates are Scleractinia having bilateral cyclic insertion or teratological Rugosa.(2) There is convincing evidence that the skeletons of many Rugosa were calcitic and none are known to be or to have been aragonitic. In contrast, the skeletons of all living Scleractinia are aragonitic and there is evidence that fossil Scleractinia were aragonitic also. The mineralogic difference is almost certainly due to intrinsic biologic factors.(3) No early Triassic corals of either group are known. This fact is not compelling (by itself) but is important in connection with points 1 and 2, because, given direct descent, both changes took place during this only stage in the history of the two groups in which there are no known corals.

Investigating the Relationship Between Self-Esteem and Stigma Among Young Adults With History of Suicide Attempts

Crisis ◽  
2016 ◽  
Vol 37 (4) ◽  
pp. 265-270 ◽  
Author(s):  
Meshan Lehmann ◽  
Matthew R. Hilimire ◽  
Lawrence H. Yang ◽  
Bruce G. Link ◽  
Jordan E. DeVylder
Keyword(s):  
Young Adults ◽  
Suicide Attempts ◽  
Self Esteem ◽  
High Risk Population ◽  
High Functioning ◽  
People With Mental Illness ◽  
History Of ◽  
The Individual ◽  
The Impact ◽  
The Relationship

Abstract. Background: Self-esteem is a major contributor to risk for repeated suicide attempts. Prior research has shown that awareness of stigma is associated with reduced self-esteem among people with mental illness. No prior studies have examined the association between self-esteem and stereotype awareness among individuals with past suicide attempts. Aims: To understand the relationship between stereotype awareness and self-esteem among young adults who have and have not attempted suicide. Method: Computerized surveys were administered to college students (N = 637). Linear regression analyses were used to test associations between self-esteem and stereotype awareness, attempt history, and their interaction. Results: There was a significant stereotype awareness by attempt interaction (β = –.74, p = .006) in the regression analysis. The interaction was explained by a stronger negative association between stereotype awareness and self-esteem among individuals with past suicide attempts (β = –.50, p = .013) compared with those without attempts (β = –.09, p = .037). Conclusion: Stigma is associated with lower self-esteem within this high-functioning sample of young adults with histories of suicide attempts. Alleviating the impact of stigma at the individual (clinical) or community (public health) levels may improve self-esteem among this high-risk population, which could potentially influence subsequent suicide risk.

Misreading Egypt

2018 ◽  
Author(s):  
Jesse Schotter
Keyword(s):  
New Media ◽  
Narrative Form ◽  
Experimental Film ◽  
Tower Of Babel ◽  
Avant Garde ◽  
Sergei Eisenstein ◽  
History Of ◽  
The One ◽  
The Relationship ◽  
Modern Technologies

The first chapter of Hieroglyphic Modernisms exposes the complex history of Western misconceptions of Egyptian writing from antiquity to the present. Hieroglyphs bridge the gap between modern technologies and the ancient past, looking forward to the rise of new media and backward to the dispersal of languages in the mythical moment of the Tower of Babel. The contradictory ways in which hieroglyphs were interpreted in the West come to shape the differing ways that modernist writers and filmmakers understood the relationship between writing, film, and other new media. On the one hand, poets like Ezra Pound and film theorists like Vachel Lindsay and Sergei Eisenstein use the visual languages of China and of Egypt as a more primal or direct alternative to written words. But Freud, Proust, and the later Eisenstein conversely emphasize the phonetic qualities of Egyptian writing, its similarity to alphabetical scripts. The chapter concludes by arguing that even avant-garde invocations of hieroglyphics depend on narrative form through an examination of Hollis Frampton’s experimental film Zorns Lemma.

Meat without Animals: Outcast Objects and the Improvement of London

2018 ◽  
Author(s):  
Ted Geier
Keyword(s):  
Animal Rights ◽  
Legal Reform ◽  
Meat Production ◽  
History Of ◽  
Relationship Of ◽  
The Relationship

Covers the long history of the Smithfield animal market and legal reform in London. Shows the relationship of civic improvement tropes, including animal rights, to animal erasure in the form of new foodstuffs from distant meat production sites. The reduction of lives to commodities also informed public abasement of the butchers.

A Note on the Publication History of John Polidori's The Vampyre

2020 ◽  
Vol 22 (3) ◽  
pp. 330-343
Author(s):  
Fabio Camilletti
Keyword(s):  
Textual Criticism ◽  
Active Role ◽  
Publication History ◽  
History Of ◽  
The Relationship ◽  
Opening Up

It is generally assumed that The Vampyre was published against John Polidori's will. This article brings evidence to support that he played, in fact, an active role in the publication of his tale, perhaps as a response to Frankenstein. In particular, by making use of the tools of textual criticism, it demonstrates how the ‘Extract of a Letter from Geneva’ accompanying The Vampyre in The New Monthly Magazine and in volume editions could not be written without having access to Polidori's Diary. Furthermore, it hypothesizes that the composition of The Vampyre, traditionally located in Geneva in the course of summer 1816, can be postdated to 1818, opening up new possibilities for reading the tale in the context of the relationship between Polidori, Byron, and the Shelleys.

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