Advanced Search

Journal Navigation

Journal Home

Subscriptions

Archive

Contact Us

Table of Contents

Click here to sign up for SAGE Journal Email Alerts today!

Sign In to gain access to subscriptions and/or personal tools.
Marketing Theory
This Article
Right arrow Full Text (PDF)
Right arrow References
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Right arrow Citation Map
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Alert me to new issues of the journal
Right arrow Add to Saved Citations
Right arrow Download to citation manager
Right arrowRequest Permissions
Right arrow Request Reprints
Right arrow Add to My Marked Citations
Citing Articles
Right arrow Citing Articles via HighWire
Right arrow Citing Articles via Google Scholar
Right arrow Citing Articles via Scopus
Google Scholar
Right arrow Articles by Tadajewski, M.
Right arrow Search for Related Content
Social Bookmarking
Add to CiteULike   Add to Complore   Add to Connotea   Add to Del.icio.us   Add to Digg   Add to Reddit   Add to Technorati   Add to Twitter  
What's this?

The ordering of marketing theory: the influence of McCarthyism and the Cold War

Mark Tadajewski

University of Essex, UK, tada{at}essex.ac.uk

Following Peter and Olson’s seminal contribution to the marketing of ideas literature, this article explores the marketing of theory. It is argued that marketing discourse should be viewed as an ordering attempt, not as an order. From this perspective it becomes important that we explore how marketing theory comes to be ordered in the way it presently is, and the manner in which certain ideas develop or face extinction, in order to better understand what can or cannot be said in marketing theory. In response, this article argues that a much needed turn in the paradigm debate should be toward the exploration of the institutionalization of marketing theory. It examines the social, economic and institutional logic underpinning theory production in marketing and demonstrates the influence of McCarthyism and the Cold War climate on marketing theory.

Key Words: cold war • marketing history • marketing theory • paradigm politics • philanthropy

Marketing Theory, Vol. 6, No. 2, 163-199 (2006)
DOI: 10.1177/1470593106063982
Add to CiteULike CiteULike   Add to Complore Complore   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us   Add to Digg Digg   Add to Reddit Reddit   Add to Technorati Technorati   Add to Twitter Twitter    What's this?


This article has been cited by other articles:


Home page
 OrganizationHome page
M. Tadajewski
The Politics of the Behavioural Revolution in Organization Studies
Organization, September 1, 2009; 16(5): 733 - 754.
[Abstract] [PDF]

Home page
 Journal of MacromarketingHome page
M. Tadajewski
Quaker Travels, Fellow Traveler?: Wroe Alderson's Visit to Russia during the Cold War
Journal of Macromarketing, September 1, 2009; 29(3): 303 - 324.
[Abstract] [PDF]

Home page
 Marketing TheoryHome page
S. C. Henneberg, M. Scammell, and N. J. O'Shaughnessy
Political marketing management and theories of democracy
Marketing Theory, June 1, 2009; 9(2): 165 - 188.
[Abstract] [PDF]

Home page
 Marketing TheoryHome page
M. Tadajewski and M. Saren
The past is a foreign country: amnesia and marketing theory
Marketing Theory, December 1, 2008; 8(4): 323 - 338.
[Abstract] [PDF]

Home page
 Marketing TheoryHome page
M. Tadajewski
Final thoughts on amnesia and marketing theory
Marketing Theory, December 1, 2008; 8(4): 465 - 484.
[Abstract] [PDF]

Home page
 Marketing TheoryHome page
M. Tadajewski
Incommensurable paradigms, cognitive bias and the politics of marketing theory
Marketing Theory, September 1, 2008; 8(3): 273 - 297.
[Abstract] [PDF]

Home page
 Marketing TheoryHome page
M. Tadajewski
Remembering motivation research: toward an alternative genealogy of interpretive consumer research
Marketing Theory, December 1, 2006; 6(4): 429 - 466.
[Abstract] [PDF]