Is Marketing Studies a One-Dimensional Problem-Solving Discipline

Topic 

Is Marketing Studies a One-Dimensional Problem-Solving Discipline

Instructions 

“An intriguing feature of Marketing studies is that it has developed many new forms of research and exploration but has yet remained, in its most popular guise, a resolutely one-dimensional problem-solving discipline” (Hackley, 2009, p. 45, emphasis added).

What does the author mean by a “one-dimensional problem-solving discipline” and, using the example of the marketing concept, critically examine if this is this a fair evaluation of Marketing as it is taught in the two Marketing textbooks (Baines and Fill 2014, Lee and Carter 2012) for your course.

Answer Preview 

The claim that marketing studies as it is taught in 2009 are a one-dimensional discipline is not a fair evaluation of marketing, particularly as it relates to how it is taught in two marketing textbooks; Baines and Fill (2014) and Lee and Carter (2012).  In the said textbooks, the authors have adopted multiple dimensions of marketing studies, including technology, the use of marketing strategies to solve marketing and related problems such as management, and marketing research methodologies which are not limited to singular methodologies (Arndt, 1885).  For example, in Lee and Carter (2012), the major topics include marketing fundamentals, principles of marketing management, and the marketing mix, principles of relational marketing, and critique and change in marketing practice.

Word Count: 1300