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The Life and Death of Marketing

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Stephen Dann
Stephen Dann

The life and deaths of the marketing discipline as seen through the constant birth, death and renewal of the American Marketing Association definition.

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The Life and Death of Marketing: Regenerating Marketing through definitional change Dr Stephen Dann Australian National University
This isn’t a definition, it’s a goddamn arms race I am an arms dealer. Fitting you with weapons in the form of words And don't really care, which side wins As long as the room keeps marketing That's just the business I'm in
Tracking the life and deaths of marketing through the ages
The Usual Suspect ,[object Object]
Appearing live at ANZMAC08 Stephen Brown
Marketing and a Side Order of Phoenix ,[object Object],[object Object],[object Object],[object Object],[object Object],*That’s when my next book is due out, and they’ve trashed the last two by changing the definitions…
Marketing 1.0: “Death by Stereo” ,[object Object],[object Object]
Marketing 2.0: “A good soldier” ,[object Object],[object Object]
Holbrook and Hulbert’s (2002) Autopsy Report ,[object Object],[1] I say we sneak up on enhanced exchange of information and do to them what MP3s did to CD players.
Marketing 3.0 “Lived fast, died young, left a confused looking corpse” ,[object Object]
The Many Deaths of Marketing (2004-2007) Drive by Schultzing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing valuing technique over insight? ,[object Object],[object Object]
Forking up the discipline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(Thanks to Karpen, Bove and Josiassen (2007) for the line)
SDL still needs to pass the ENC* test *Emperor’s New Clothes
Deathproofing Marketing ,[object Object],[object Object],[object Object]
Marketing. Dead or Alive. Possibly Schrödinger’s Cat [1] . ,[object Object],[object Object],[1] The thought experiment involving a cat, a box, and unknown status of the cat being alive and/or dead which is only resolved by observation of the state of the cat. How come nobody asks about the practical business application and managerial relevance of sticking a cat in a box in the name of science? Not wanting to break with peer reviewed history, or harm the chance of publication by using ideas not previously thought up by someone else…
I declare that marketing is dead* * Schultz (2005), Holbrook and Hubert (2002), Earls (2002), Brown (slightest provocation), Kotler (possibly) and Dann (currently)…
Where dead means alive Introducing AMA (2007)…
Marketing 4.0: AMA 2007 “Rumors of my death have been greatly exaggerated” ,[object Object],[object Object],[object Object]
Summary of changes ,[object Object],[object Object],[object Object],[object Object]
What does this mean for the death of marketing?
Regeneration of Marketing ,[object Object],[1] The ninth actor to play the title role of Doctor Who in the eponymous BBC drama series2. [2] The tenth actor to play Dr Who* [3] And allow for the actor playing the AMA (2004) to pursue other projects without having to wrap up the discipline of marketing.
Ultimately though…
There are two certainties in life And we don’t do taxes in marketing
"You might be a king or a little street sweeper, but sooner or later you'll dance with the reaper." The Duke of Spook, the Doc of Shock, The Man with No Tan, Death himself, the Grim Reaper. Bill & Ted's Bogus Journey (1991)

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The Life and Death of Marketing

  • 1. The Life and Death of Marketing: Regenerating Marketing through definitional change Dr Stephen Dann Australian National University
  • 2. This isn’t a definition, it’s a goddamn arms race I am an arms dealer. Fitting you with weapons in the form of words And don't really care, which side wins As long as the room keeps marketing That's just the business I'm in
  • 3. Tracking the life and deaths of marketing through the ages
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  • 5. Appearing live at ANZMAC08 Stephen Brown
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  • 14. SDL still needs to pass the ENC* test *Emperor’s New Clothes
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  • 17. I declare that marketing is dead* * Schultz (2005), Holbrook and Hubert (2002), Earls (2002), Brown (slightest provocation), Kotler (possibly) and Dann (currently)…
  • 18. Where dead means alive Introducing AMA (2007)…
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  • 21. What does this mean for the death of marketing?
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  • 24. There are two certainties in life And we don’t do taxes in marketing
  • 25. "You might be a king or a little street sweeper, but sooner or later you'll dance with the reaper." The Duke of Spook, the Doc of Shock, The Man with No Tan, Death himself, the Grim Reaper. Bill & Ted's Bogus Journey (1991)