Is Marketing being marginalized in B-school?

The world has changed dramatically in the past 30 years.  Consumers and customers have changed dramatically in the past 30 years.  Media has changed dramatically in less than 10 years.  The actual practice of marketing, by corporate marketers, is changing as people adapt to the new realities — some more successfully than others.

But what hasn’t changed is the most popular theory of marketing — brand positioning — and the way that it is taught in B-School.

Several professors, including Wharton’s Gerry Wind, have now said that the teaching and study of marketing is so narrow that it is in danger of being marginalized at business schools.  The title of their article gives it all away: “Is Marketing Academia Losing It’s Way?”   While they don’t single out brand positioning in particular, they make the very clear point that just at the time when new theories are marketing are most needed, they are least likely to be found in the great universities.

There is an alarming and growing gap between the interests, standards, and priorities of academic mar- keters and the needs of marketing executives operat- ing in an ambiguous, uncertain, fast-changing, and complex marketspace.

There are now several alternative theoretical models to replace the traditional brand positioning approach.  Only one of them was developed by an academics.  The four I am most familiar with — and which are true frameworks — are 1) Professor Doug Holt’s Iconic Branding; 2) Marc Gobe’s Emotional Branding; 3) Larry Light and Joan Kiddon’s Brand Journalism which they created for McDonald’s.  The fourth is our own Narrative Branding approach.

The article was published in The Journal of Marketing last summer.  A copy of it is here.

AcademicMkt_LosingitsWay_JofMrktg

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