Do marketers struggle for credibility and how did we get here?

Kerry Grigg

    Research output: Book chapter/Published conference paperConference paperpeer-review

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    Early predictions during the emergence of the large consumer good firms in the U.S that marketing management was destined to assume ultimate influence and control and become the dominant organisational function appear to have been unfounded. Since that time the role and influence of the marketing function has ebbed and flowed in line with the competitive strategy being employed by the organisation. However, it is now widely reported that marketing is in a state of decline in terms of both role and influence, partly due to its image and credibility problems. This paper briefly examines the evolution of competitive strategy over the past five decades and suggests implications for the marketing function and future research directions.
    Original languageEnglish
    Title of host publication3Rs
    Subtitle of host publicationReputation, Responsibility & Relevance (ANZMAC 2007)
    Place of PublicationDunedin, New Zealand
    PublisherDepartment of Marketing, University of Otago
    ISBN (Electronic)9781877156280
    Publication statusPublished - 2007
    EventAustralia and New Zealand Marketing Academy Conference - Dunedin, New Zealand, New Zealand
    Duration: 03 Dec 200705 Dec 2007


    ConferenceAustralia and New Zealand Marketing Academy Conference
    Country/TerritoryNew Zealand


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