John F. Gaski

The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel

Though considerable research has been reported on the effects of coercive and noncoercive power sources in marketing channels, the particular effects of power sources that have been exercised, as o...

Dangerous territory: The societal marketing concept revisited

Abstract The “societal marketing” concept, or the view that marketing has a greater social responsibility than just satisfying customers at a profit, is an erroneous and counterproductive idea. For marketers to attempt to serve the best interests of society is not only undemocratic but dangerous as well.

Alienation in the Distribution Channel: Conceptualization, Measurement, and Initial Theory Testing

Of all the social phenomena that have been investigated in the distribution channel context – including power, conflict, dependence, role performance, and opportunism – one that has escaped attention until now is alienation. Borrowing from traditional behavioral science and consumer behavior, the following monograph defines the concept of distributor alienation and elaborates a method for its measurement. After surviving a validation regimen, the measure is applied within the confines of a test of a theoretical model. The results may provide a preliminary framework for a future structure of channel alienation theory.

To Serve Man: A Marketing Manifesto (and an Article That Should Not Have Been Necessary)

This conceptual offering embodies what may be a long-overdue but plainspoken metaphysical assessment of the basic nature of marketing. A point of emphasis is that chronic misdefinition and misinterpretation of marketing itself have impeded proper appreciation of marketings positive impact on society. One purpose here is to correct that lingering miscomprehension (pervading even the highest reaches of scholarship) and appropriately position the business function of marketing taxonomically within the larger domain of economic and governance philosophy and the societal perspective. Armed with that insight, it becomes possible to dismiss as invalid much specious criticism of marketing. Improved understanding of the true nature of marketing in turn illuminates its macroeconomic and societal role. Therefore, the field of marketing may deserve to be celebrated more than it has been to date—not that it has been universally. This items message is thus submitted, in constructive and therapeutic spirit, as perhaps the transcendent good news story that the marketing field has received.

Measurement and Modeling of Alienation in the Distribution Channel: Implications for Supplier–Reseller Relations

Abstract Of all the social phenomena that have been investigated in the distribution channel context—including power, conflict, dependence, role performance, and opportunism—one that has escaped attention until now is alienation. Borrowing from traditional behavioral science and consumer behavior, the following paper defines the concept of distributor alienation and elaborates a method for its measurement. After surviving a validation regimen, the measure is applied within the confines of a theoretical model test. Results may reveal some practical guidance for those managing relations with channel partners, and even provide a preliminary framework for a future structure of channel alienation theory.

A Comment on Selected Wilkie and Moore-Inspired Commentaries in "The Sages Speak"

The author addresses the concerns expressed by some scholars in “The Sages Speak” special section of the Spring 2005 issue of Journal of Public Policy & Marketing—prominently, those of McAlister and, especially, Morris Holbrook—in response to Wilkie and Moores (2003) “4 Eras” article. The author also offers a resolution to some earnest but possibly overdrawn differences within the marketing academic profession. Although the junction between these issues and the public policy domain may initially seem tenuous, it is brought out in this essay.

On “Brand”—Whether a Semiotic Marketing System or Not

Problems of definition and conceptualization have plagued the word “brand” for longer than any reader’s professional memory. Conejo and Wooliscroft have recently addressed this issue in their creative and radical Journal of Macromarketing article challenging especially the American Marketing Association’s official definition of brand. The following note offers response to the central content of the authors’ framework and discusses derived semantic and conceptual concerns, while endeavoring to contribute to a coherent and viable understanding of the brand construct and its surrounding conceptual system, but from a different posture than their approach. Unless a generally accepted understanding of the elemental brand term and construct is settled upon, shoring up our field’s conceptual underpinning, one large part of the body of marketing theory will remain ethereal.

Efficacy of a mail survey appeal for a dissertation.

Of all the determinants of mail survey response investigated, a dissertation as the purpose is one type of appeal not used in a covering letter. Two parallel field experiments involving populations of wholesale organizations (N = 743 and 509) are reported in which such an appeal was tested. Lack of statistically significant findings indicates use of this appeal did not enhance response rate or quality.

ON INTERORGANIZATIONAL DEPENDENCE AND SOCIAL POWER: A FOLLOW-UP OF ZEMANEK AND McINTYRE

Lingering conceptual, theoretical, and operational issues contained in the Zemanek and McIntyre (1998) study of social power and dependence are addressed. Suggestions for refinement and possible qualification of the referent implications for research include (1) clarification of the role of interdependence in mutual power levels, (2) distinction between underlying dependence and resulting power in a social dyad, and (3) discussion of problems with existing methods of measuring power and dependence. A new direction for measurement of social power is also proposed.

REFLECTIONS ON INTERORGANIZATIONAL POWER, DEPENDENCE, AND SATISFACTION '

This note attempts to contribute to the proper positioning of the 1995 article by Zemanek and McIntyre. After attending to matters of fundamental disciplinary and theoretical context, some methodological issues are raised, along with attempted resolution.