This study attempts to locate existing marketing perspectives on development within the larger framework of "development studies." The purpose is to ascertain the underlying principles and assumptions in the development of marketing thought and thereby to facilitate the evaluation of the role of marketing in the development process. Such an approach is in keeping with the aims of creating critical knowledge through radical deconstruction processes outlined by Firat, Dholakia, and Bagozzi (1987). This article assesses marketing perspectives in terms of their fundamental assumptions and key features as and when they fall into three schools of thought: modernization, institutional, and radical. By grounding them in this manner, we argue that a critique of such ideas is possible, which then allows for a fuller assessment of contributions made by marketing scholars.
Get full access to this article
View all access options for this article.
References
1.
Abbot, J. C. (1962), "Te Role of Marketing in the Development of Backward Agricultural Economies,"Journal of Farm Economics (May), 349-362.
2.
Adelman, I. , C. T. Morris, and S. Robinson (1976). "Policies for Equitable Growth,"World Development, 4, 7, 561-585.
3.
Anderson, D. A. (1970), Marketing and Development: The Thailand Experience, East Lansing: Michigan State University.
4.
Anderson, P. (1983), "Marketing, Scientific Progress, and Scientific Method,"Journal of Marketing, 47, 18-31.
5.
Amin, S. (1976), Unequal Development: An Essay on the Social Formations of Peripheral Capitalism, New York: Monthly Review.
6.
Arhin, K. (1985), "The Ghana Cocoa Marketing Board and the Farmer," in Marketing Boards in Tropical Africa, K. Arhin, P. Hesp, and Laurens Van der Laan, ods., London: Routledge, Kegan Paul.
7.
Arndt, J. (1981), "The Political Economy of Marketing Systems: Reviving the Institutional Approach,"Journal of Marketing, 1 (Fall), 36-42.
8.
Baran, P. A. and P. M. Sweezy (1967), Monopoly Capital, New York: Monthly Review Press.
9.
Bartels, R. (1981), Global Development and Marketing, Columbus, OH: Grid.
10.
Bauer, M. and E. Cohen (1983), "The Invisibility of Power in Economics: Beyond Markets and Hierarchies," in Power, Efficiency and Institutions, A. Francis, J. Turk, and P. Willaran, eds., London: Heinemann Educational Books.
11.
Belk, R. (1989), "The Benefits and Problems of Market Socialism for Chinese Consumers," in Proceedings of the 1989 Winter Educators Conference, T. Childers, ed., Chicago: American Marketing Association.
12.
Berg, A. (1970), "Increased Income and Improved Nutrition: A Shibboleth Examined," in Marketing Challenge: Distributing Production in Developing Nations, M. Kreisberg, ed., Washington D.C.: U.S. Department of Agriculture.
13.
Braudel, F. (1984), Civilization and Capitalism 15-18th Century. Vol. 3, The Perspective of the World, New York: Harper and Row.
14.
Chirot, D. and T. Hall (1982), "World System Theory,"Annsual Review of Sociology, 8, 81-106.
15.
Collins, N. and R. H. Holton (1963), "Programming Changes in Marketing,"Kyklos, 16, 123-137.
16.
Cundiff, E. (1965), "Concepts in Comparative Retailing,"Journal of Marketing, 29 (January), 59-63.
17.
Cundiff, E. (1982), "A Macromarketing Approach to Economic Development,"Journal of Macromarketing, 2 (Spring), 14-19.
18.
Cundiff, E. and M. Hilger (1979), "Marketing and the Product Consumption Thesis in Economic Development," in Macro-marketing: Evolution of Thought, G. Fisk, R. Nason, and P. D. White, eds., Boulder. University of Colorado.
19.
Dholakia, N. and R. R. Dholakia (1982a), Missing Links: Marketing and the Newer Theories of Development, Kingston: Department of Marketing, University of Rhode Island.
20.
Dholakia, N. and R. R. Dholakia (1982b), "Marketing and the Emerging World Order,"Journal of Macromarketing, 2 (Spring), 47-56.
21.
Dholakia, N. and F. Firat (1987), "Marketing and Class Interest," a paper prepared for the AMA Winter Educators Conference, San Antonio.
22.
Dholakia, N. and J. Sherry (1987), "Marketing and Development,"in Research in Marketing, J. N. Sheth, ed., Greenwich: JAI Press.
23.
Dholakia, R. (1984), "A Macomarketing Perspective on Social Marketing: The Case of Family Planning in India,"Journal of Macromarketing, 4 (Spring), 53-61.
24.
Dholakia, R. , G. S. Kindra, and P. Pangotra (1984), "Marketing of Birth Control in CDCs: With Special Reference to India," in Marketing in Developing Countries, G. S. Kindra, ed., London: Croom Helm.
25.
Drucker, P. (1958), "Marketing and Economic Development,"Journal of Marketing, 3 (January), 251-259.
26.
Duhaime, C. , R. McTavish, and C. A. Ross (1985), "Social Marketing: An Approach to Third World Development,"Journal of Macromarketing, 5 (Spring), 3-13.
27.
Erasmus, C. J. (1968), "Community Development and the Encogido Syndrome,"Human Organization, 27, 65-74.
28.
Etemad, H. (1984), "Is Marketing the Catalyst in the Economic Development Process?" in Marketing in Developing Countries, G. S. Kindra, ed., London: Croom Helm.
29.
Fillipi-Wilhelm, L. (1985), "Traders and Marketing Boards in Upper Volta: Ten Years of State Intervention in Agricultural Marketing," 1968-1978," in Marketing Boards in Tropical Africa, K. Arhin, P. Hesp, and Laurens Van der Laan, eds., London: Routledge, Kegan Paul.
30.
Firat, F. (1987), "The Social Construction of Consumption Patterns: Understanding Macro Consumption Phenomena," in Philosophical and Radical Thought in Marketing, F. Firat, N. Dholakia, and R. Bagozzi, eds., Lexington, MA: Lexington Books.
31.
Firat, F. , N. Dholakia, and R. P. Bagozzi (1987), Philosophical and Radical Thought in Marketing, Lexington, MA: Lexington Books.
32.
Flacks, R. and G. Turkel (1978), "Radical Sociology,"Annual Review of Sociology, 4, 193-238.
33.
Forn, W. (1979), "Comparative Industrial Sociology and the Convergence Hypothesis,"Annual Review of Sociology, 5, 1-25.
34.
Frank, A. G. (1984), Capitalism and Underdevelopment in Latin America, New York: Monthly Review Press.
35.
Frank, A. G. (1967), Critique and Anti-Critique: Essays on Dependence and Reformism, New York: Praeger.
36.
Galbraith, J. K. (1967). The New industrial State, New York: New American Library.
37.
Galbraith, J. K. and R. H. Holton (1955), Marketing Efficiency in Puerto Rico, Cambridge, MA: Harvard University Press.
38.
Geertz, C. (1973), The Interpretation of Cultures, New York: Basic Books.
39.
Goldman, A. (1974), "Outreach of Consumers and Modernization of Urban Food Retailing in Developing Countries,"Journal of Marketing, 38 (October), 8-16.
40.
Gouldner, A. (1970), The Coming Crisis of Western Sociology, New York: Avon Books.
41.
Granovetter, M. (1985), "Economic Action and Social Structure: The Problem of Embeddedness,"American Journal of Sociology, 91, 3, 481-510.
42.
Gudeman, S. (1986), Economics as Culture, London: Routledge and Kegan Paul.
43.
Harper, M. (1975), "Advertising in a Developing Economy: Opportunity and Responsibility,"European Journal of Marketing, 9, 215-223.
44.
Hermassi, E. (1978), "Changing Patterns in Research on the Third World,"Annual Review of Sociology, 4, 239-259.
45.
Hesp, P. and Laurens Van der Laan (1985), "Marketing Boards in Tropical Africa: A Survey," in Marketing Boards in Tropical Africa, K. Arhin, P. Hesp, and Laurens Van der Laan, eds., London: Routledge, Kegan Paul.
46.
Hirschman, E. (1986), "Hunanistic Inquiry in Marketing Research: Philosophy, Method and Criteria,"Journal of Marketing Research, 23, 237-249.
47.
Holton, R. H. (1953), "Marketing Structure and Economic Development,"Quarterly Journal of Economics, 67 (August), 344-361.
48.
Holton, R. H. (1980), "How Advertising Achieved Responsibility Among Economists,"Advertising Age, 51, 56-64.
49.
Hopkins, T. K. and I. Wallerstein, eds. (1977), Political Economy of the World System Annual, vol. 3, Beverley Hills: Sage.
50.
Hoselitz, B. H. (1960), Sociological Aspects of Economic Growth, Glencoe, [L: Free Press.
51.
Hosley, S. and C. H. Wee (1988), "Marketing and Economic Development Focusing on the Less Developed Countries,"'Journal of Macromarketing, 8, 1, 43-53.
52.
Hunt, L. J. (1974), "Marketing Education in Developing Environments,"AMA Combined Proceedings, R. C. Durtham, ed., Chicago: American Marketing Association, p. 642-646.
53.
Huntington, S. P. (1968). "Political Development and Political Decay,"World Politics, 17, 386-430.
54.
Inkeles, A. and D. H. Smith (1974), Becoming Modern: Individual Change in Six Developing Countries, Cambridge, MA: Harvard University Press.
55.
Israeli, D. and J. Zif (1977), Societal Marketing Boards, Jerusalem: Israel Universities Press.
56.
Jaffe, E. D. (1969), "A Flow Approach to the Comparative Study of Marketing Systems," in Comparative Management and Marketing, J. J. Boddewyn, ed., Glenview, IL: Scott, Foresman and Co.
57.
Joy, A. (1988), "Gender, Social Structure and the Marketing Process," in Proceedings of the Second International Conference on Marketing and Development, J. E. Littlefield and M. Csalth, eds., Blacksburg, VA.
58.
Kriesberg, M. (1974), "Marketing Efficiency in Developing Countries,"in Marketing Systems for Developing Countries, D. Israeli and F. Meissner, eds., New York: John Wiley and Sons, pp. 18-30.
59.
Kumcu, E. (1987), "Historical Method: Toward a Relevant Analysis of Marketing Systems," in Philosophical and Radical Thought in Marketing, F. Firat,N. Dholakia, and R. P. Bagozzi eds., Lexington, MA: Lexington Books.
60.
Kumcu, E. and M. E. Kumcu (1987), "Determinants of Food Retailing in Developing Economies: The Case of Turkey,"Journal of Macromarketing, 7, 2,26-40.
61.
Lamont, D. (1965), "A Theory of Marketing Development: Mexico," in Marketing and Economic Development, P. D. Bennett, ed., Chicago: American Marketing Association, 44-45.
62.
Layton, R. (1981a), "Trade Flows in Macromarketing Systems, Part I,"Journal of Macromarketing, 1 (Spring), 35-48.
63.
Layton, R. (1981b), "Trade Flows in Macromarketing Systems, Part Il,"Journal of Macromarketing, 1 (Fall), 48-55.
64.
Lerner, D. (1958), The Passing of Traditional Society, New York: Free Press.
65.
Long, N. (1977), An Introduction to the Sociology of Rural Development, London: Tavistock Publications.
66.
Mardani, M. (1972), The Myth of Population Control: Family, Caste and Class in an Indian Village, New York: Monthly Review Press.
67.
Marcus, G. and M. J. Fischer (1986), Anthropology as Cultural Critique, Chicago: University of Chicago Press.
68.
McCarthy, E. J. (1963), "Effective Marketing Institutions for Economic Development," in Towards Scientifc Marketing, S. A. Greyser, ed., Chicago: American Marketing Association, pp. 393-404.
69.
McCarthy, E. and S. Shapiro (1979), Basic Marketing, 2d ed., Ontario: Irwin-Dorsey.
70.
McClelland, D. C. (1967), The Achieving Society, New York: Free Press.
71.
Mentzer, J. T. and A. C. Samli (1981), "A Model for Marketing in Economic Development,"Columbia Journal of World Business, 16 (Fall), 91-101.
72.
Moyer, R. (1965), Marketing in Economic Development, International Occasion Paper, No. 1, East Lansing, MI: Bureau of Business and Economic Research, Michigan State University.
73.
Myers, K. H. (1963), "Marketing's Role in the Economy," in Towards Scientific Marketing, S. S. Greyser, ed., Chicago: American Marketing Association, pp. 355-365.
74.
Myrdal G. (1972), Asian Drama: An Inquiry into the Poverty of Nations, abridged ed., New York: Vintage Books.
75.
Nash, J. (1981), "Ethnographic Aspects of the World Capitalist System,"Annual Review of Anthropology, 10, 393-423.
76.
Nason, R. W. and P. D. White (1981), "The Visions of Charles Slater: Social Consequences of Marketing,"Journal of Macromarketing, 2, 4-12.
77.
Nettle, J. P. and R. Robertson (1968). International Systems & the Modernization of Societies, London: Faber Press.
78.
Nicholls, J. A. F. , M. Lyn-Cook, and S. Rostow (1987), "Global Marketing of Non-Traditional Products," a paper presented at the Twelfth Annual Macromarketing Conference, Montreal, Quebec.
79.
Ortiz-Buonafina, M. (1987). "The Economic Efficiency of Channels of Distribution in a Developing Society: The Case of the Guatanalan Retail Sector,"Journal of Macromarketing, 7, 2, 17-25.
80.
Pandya, A. (1987), "Marketing as Exchange in an Institutional Framework," in F. Firat, N. Dholakia, and R. Bagozzi, eds., Philosophical and Radical Thought in Marketing, Lexington, MA: Lexington Books.
81.
Pieterse, J. N. (1988), "A Critique of World System Theory,"International Sociology, 3, 3, 251-266.
82.
Prattis, I. J. (1987), "Alternative Views of Economy in Economic Anthropology," in Beyond the New Economic Anthropology, J. Claminer, ed., London: MacMillan.
83.
Preston, L. E. (1968), "Te Commercial Sector and Economic Development," in Markets and Marketing in Developing Economies, R. Moyer and S. Hollander, eds. Homewood, IL; Irwin.
84.
Preston, P. W. (1982), Theories of Development, Boston: Routlege and Kegan Paul.
85.
Quinn, N. (1977), "Anthpological Studies on Women's Status," in Annual Review of Anthropology, 6, 181-226.
86.
Roseberry, W. (1988), "Political Economy,"Annual Review of Anthropology, 17, 161-186.
87.
Rostow, W. W. (1960), The Stages of Economic Growth, Cambridge: the University Press.
88.
Rostow, W. W. (1965), "The Concept of a National Market and Its Economic Implications," in Marketing and Economic Development, P. D. Bennett, ed., Chicago: American Marketing Association, pp. 11-20.
89.
Roy, W. G. (1984), "'Class Conflict and Social Change in Historical Perspective,"Annual Review of Sociology, 10, 483-507.
90.
Schwartz, N. B. (1978), "Community Development and Cultural Change in Latin America,"Annual Review of Anthropology, 7, 235-263.
91.
Shapiro, S. J. (1965), "Comparative Marketing and Economic Development," in Science in Marketing, G. Schwartz, ed., New York: John Wiley and Sons, pp. 398-429.
92.
Sherry, J., Jr. (1987), "Cultural Propriety in a Global Market-place," in Philosophical and Radical Thought in Marketing, F. Firat, N. Dholakia, and R. P. Bagozzi, eds., Lexington, MA: Lexington Books.
93.
Slater, C. (1965), "The Role of Food Marketing in Latin American Food Development," in Marketing and Economic Development, P. D. Bennett, ed., Chicago: American Marketing Association, pp. 30-37.
94.
Slater, C. (1968), "Marketing Process in Developing Latin American Societies,"Journal of Marketing, 32 (July), 50-55.
95.
Slater, C. (1975), "Comparative Marketing and Economic Development," in Science in Marketing, G. Schwartz, ed., New York: John Wiley and Sons, pp. 398-429.
96.
Slater, C. (1976). "A Theory of Market Processes," in Macro-marketing: Distributive Processes from a Societal Perspective, C. Slater, ed., Boulder: University of Colorado, pp. 117-140.
97.
Slater, C. (1977), "Towards an Operational Theory of Market Processes,"in Macromarketing: Distributive Processes from a Societal Perspective, An Elaboration of Issues, P. D. White and C. C. Slater, eds., Boulder: University of Colorado, pp. 115-129.
98.
Smelser (1963), The Sociology of Economic Life, Englewood Cliffs, NJ: Prentice-Hall.
99.
Varadarajan, P. R. (1984), "Marketing in Developing Countries: The New Frontier,"Long Range Planning, 17, 6, 118-126.
100.
Veltmeyer, H. (1980), "A Central Issue in Dependency Theory,"Canadian Review of Sociology and Anthropology, 17, 3, 198-213.
101.
Wadinambiaratchi, G. (1965), "Channels of Distribution in Developing Economies,"Business Quarterly, 30, 74-82.
102.
Wallerstein, I. (1974), The Modern World System: Capitalist Agriculture and the Origins of the European World Economy in the 16th Century, New York: Academic Press.
103.
Wallerstein, I. (1979), The Capitalist World Economy, New York: Cambridge University Press.
104.
Wallerstein, I. (1984), The Politics of the World Economy, New York: Cambridge University Press.
105.
Walton, J. (1987), "Theory and Research on Industrialization."Annual Review of Sociology, 13, 89-108.
106.
Weber, M. (1946), From Max Weber: Essays in Sociology, H. Gerth and C. W. Mills, eds. New York: Oxford University Press.
107.
Williamson, D. (1975), Markets and Hierarchies, New York: Free Press.
108.
Wood, R. V. and S. Vitell (1986). "Marketing and Economic Development: Review, Synthesis and Evaluation,"Journal of Macromarketing, 6 (Spring), 28-48.
109.
Yoshida, M. (1984), Agricultural Marketing Intervention in East Africa, Tokyo: Institute of Developing Economics.
