Djavlonbek Kadirov

Symbolism in Marketing Systems

The article explores the different aspects of the symbolism of marketing systems. The authors argue that marketing systems maintain distinctive symbolic structures in addition to their functional/operational structures; the environment is an inherent part of the system rather than being outside the system; and symbolic unfolding, that is, the process through which emerging systems address the symbolic controversies of existing systems, underlies the formation of new marketing subsystems. Two implications for macromarketing research are drawn (1) improving the standards of living via making product assortments (that are also symbolic) available to consumers in fact is an unending quest of addressing acute societal problems and contradictions and (2) the design of marketing systems is likely to fail if the symbolic character of a system under development is not taken into account.

Authenticity: A macromarketing perspective

This investigation argues that authenticity is inherently a macromarketing concept that is linked to how marketers and consumers view themselves and their own status in society. We show that authenticity refers to the marketer’s marketplace condition (mindset) that can be best described as sincere concern for another. We argue that micromarketing as a general phenomenon is rooted in inauthenticity due to the fact that micromarketing practices represent (distressed, decomposed) overreaction to the marketers’ self-embraced narrow view of their own social status (as maximiser of self-interest, profit, growth) that is largely irrelevant – even contradictory – to the crucial goals of society.This investigation argues that authenticity is inherently a macromarketing concept that is linked to how marketers and consumers view themselves and their own status in society. We show that authenticity refers to the marketer’s marketplace condition (mindset) that can be best described as sincere concern for another. We argue that micromarketing as a general phenomenon is rooted in inauthenticity due to the fact that micromarketing practices represent (distressed, decomposed) overreaction to the marketers’ self-embraced narrow view of their own social status (as maximiser of self-interest, profit, growth) that is largely irrelevant – even contradictory – to the crucial goals of society.

Islamic marketing as macromarketing

Purpose – The purpose of the article is to propose and develop a distinct perspective in Islamic marketing research through fusing the Islamic paradigm and the macromarketing theory. Design/methodology/approach – This is a conceptual article that is based on intellectualising and reflecting on differences in understanding what marketing is and what role it plays in society. Findings – The article reveals some commonality of purpose between the macromarketing discipline and Islamic macromarketing, while the latter field of inquiry offers a unique outlook to a number of domain-specific issues. Research limitations/implications – The characterisation of Islamic macromarketing will open new avenues for future research and will make researchers more theoretically sensitive to ontological and epistemological assumptions that underlie marketing investigations. The limitation of the present discussion is that Islamic macromarketing may not have yet emerged as a separate discipline. Additionally, research on genui...

Macro-Systems Role of Marketing Do We Trade Environment for Welfare?

The purpose of this research is to advance understanding of the macro-systems role of marketing. The author augments the equivocal principle of marketing (EPM) with the hypothesis that marketing has a negative indirect impact on societal welfare. The estimation of a structural error correction model in the context of the U.S. marketing system confirms that there exists a negative long-run relationship between environmental entropy and sustainable welfare with marketing positively associated with environmental entropy. This fact invalidates the assumptions behind the trade-off conjecture, which could only be supported if one is willing to accept the economic welfare myth.

Private labels ain’t bona fide! Perceived authenticity and willingness to pay a price premium for national brands over private labels

Abstract As private labels are consolidating their gains in national markets, a conventional recommendation to national brand manufacturers would most likely be to invest more in marketing in order to increase the perceived quality gap between national brands and private labels. It is assumed that the quality gap would boost consumer willingness to pay a price premium for national brands over private labels. Differing from this conventional approach, the current study focuses on the perceived authenticity gap between national brands and private labels, to explore whether and how this factor influences the effect of marketing and manufacturing variables on willingness to pay. This relationship is relevant in milieus where consumers might take brand authenticity rather than quality perceptions to guide their brand evaluations. The current study finds that the perceived authenticity gap mediates the effect of only some particular conventional marketing tools on willingness to pay. The study suggests that national brand managers should take the presence of private labels in the national markets as an opportunity to exploit the dynamics of authenticity evaluations, rather than as a threat.

Investigating Chrematistics in Marketing Systems A Research Framework

Contributing to the analytical capacity of critical thinking in macromarketing, we develop a research framework that would enable researchers to investigate chrematistics in marketing systems. Chrematistics refers to regulative influences on marketing systems’ structure and operations of market action perpetuated by actors with power/dominance. We outline the research framework consisting of a seven-step process that helps to scrutinize the transformative effect of chrematistic practices on the design and regulation of marketing systems.

Customers of place: exploring interregional migrant collectivities

Purpose – The aim of this research is to explore how and why different migrant groups see different values in places they move to. Understanding these values and also the conditions in which these values are shaped will help in targeting marketing effort.Design/methodology/approach – The hierarchical and K‐means cluster analyses were instrumental in identifying different migrant clusters. Planned contrasts were employed to compare related pairs of clusters. The logistic regression analysis identified several determinants of cluster membership likelihood.Findings – Four different internal migrant clusters are identified in the Hawkes Bay region of New Zealand. These are Material Success Seekers, Community/Environment Folks, Apathetics, and All‐rounders. The former two express a fragmentalist lifestyle. Material Success Seekers emphasise regional business opportunities while being indifferent to social and natural resources. In contrast, Community/Environment Folks emphasise social and natural resources wh...

Thought Piece The phenomenon of participating: From apart to win, to playing a part

To better understand behavior in increasingly online social networks from a marketing perspective, we propose transcending the notion of market and so adopt an alternative participatory, communal conceptualization. This is centered on “performative participation” in co-creating value to improve the conditions of the social commons. The focus on participating highlights that more is going on than product-for-money exchange.The discussion of the phenomenon of participating considers finite and infinite games, gifting, part-taking, and customer participation. The concept of creative economy is founded in the collaboration paradigm and suggests an economy of contribution that is not fully explained by monetized exchange between buyer and seller. Observable and familiar examples are identified, and we conclude with some implications for marketing practice that might motivate further scholarship.

Towards post-industrial marketing: marketplace wisdom

We enlist marketplace wisdom as a next characteristic of the progress towards a post-industrial marketing system. Marketplace wisdom is manifested in the development and application of oppositional values, beliefs, and differing cultures pertaining to the marketing system in its long-term development. In this regard, the phylogeny and ontogeny of marketplace wisdom is distinguished. Phylogeny tracks the origins of wisdom in the long-term quest for survival, whereas its ontogeny is manifest in the marketing systems four post-industrial qualities: comprehensiveness, interactivity, value, and impact.

Tackling the Subaltern Quandary: Marketing Systems of Dignity

The subaltern quandary refers to the failure of a fast-growing economy to improve the abysmal living conditions of marginalized groups. To gain a better insight into this issue, we investigate the subaltern group’s experiences of marketing systems in the context of neo-liberal reforms in rural India. The qualitative analysis of subaltern narratives shows that subaltern experiences are shaped by marketization processes that imbue market relations with new stylized meanings of dignity. Despite these meanings perpetuating limited and distorted constructions, subalterns use them, exemplified in their attempts to minimize their perceived dissimilarity to other marketing system actors, in order to gain access to predominant, albeit flawed, marketing systems. Thus, the status quo is rarely challenged. This research suggests that the subaltern quandary can only be resolved when market development initiatives take human worth as a main goal, while subalterns are empowered with market system creation, design and governance capabilities.