Resurrecting marketing: Focus on the phenomena!

Abstract

AbstractThis commentary provides three complementary perspectives to the Hunt et al. (2022, in this issue) article “The marketing discipline’s troubled trajectory: The manifesto conversation, candidates for central focus, and prognosis for renewal.” First, the evolution of marketing as an academic discipline should be assessed also in relation to other fields. Second, it is time for an honest stocktake of the wider impact of marketing to societies and the biosphere. Third, an enduring and fruitful sense of community for marketing scholars could be found from marketing phenomena instead of the always contested theoretical perspectives.