The Copenhagen School Marketing theory between

Transcript:The Copenhagen School Marketing theory between:
The Copenhagen School Marketing theory between rigor, realism and relevance By Erik Kloppenborg Madsen, Ph.D Department of Business Administration Business and social science University of Aarhus Danish marketinghistory: publications so far Erhvervsøkonomiens fødsel I industrialismens ånd eksemplificeret ved marketing, Århus Universitetsforlag, 2009 Emerging Marketing (1860-1960) the case of Denmark, 2010, Conference paper Et spejl af tiden?: Hages håndbog I handelsvidenskab, 1894-1954, Erhvervsarkivets Årbog, 2010. From price theory to marketing mix, Århus 2011 What is a School of marketing thought? (Shaw & Jones,2005) A body of knowledge Developed by a number of scholars Describing one or more aspects of marketing activities This definition produces several schools (9 mentioned) A certain approach to a certain phenomenon ? Competition between schools? Schools of marketing according to Shaw & Jones (2005) Marketing functions Marketing commodities Marketing institutions Marketing management Marketing systems Consumer behavior Macro-marketing Exchange Marketing history The Marketing management school (Shaw & Jones, 2005) Selected Pioners Alderson 1956, 1965, Howard 1956, Kelley and Lazer 1958, McCarthy 1960, Kotler 1967 Questions addressed How should managers market goods to customers Level or focus of analysis Micro: Business firm as seller/supplier + Any individual or organization as supplier Key concepts and theories Marketing mix, Customer orientation, Sementation, tageting and positioning Max Kjær Hansen The builder of the empire The importance of advertising for the modern society: “a technical device comparable with the steam engine”. (1937) Advertising (marketing) links production and consumtion in modern economies The purpose of Business Economics “betriebswirtschaft”, including marketing management, is to look closely into the conditions of profitability of the individual firm. Mickwitz, 1966 “the country whose research has above all characterized and encouraged microeconomic theory in Scandinavia. Within the domain of competition and marketing it is not out of place to speak of a separate Danish school, “the Copenhagen school” , which has brought the multi-parameter methodology into the limelight.” Danish/scandinavian scholars involved Max Kjær Hansen: relevance and empirical realism Frederik Zeuthen: Problems of monopoly and economic warfare, 1930 Ragnar Frisch: (the concept of action parameter), 1933 Hans Brems: (the distinction between consumer – and producer criteria) Børge Barfod: first graduate from CBS 1931, first theoretical paper on advertising in a rigorus economic frame, 1937 Arne Rasmussen: Codified the theory of action parameters, 1955 F. Zeuthen Problems of Monopoly and Economic Warfare 1930 “This investigation is chiefly dedicated to business economists and other intermediaries between economic theory and actual trade, who