Mark Tadajewski: Myth Busting, Mind Reading, and Rethinking Marketing's Origin Story Podcast Por arte de portada

Mark Tadajewski: Myth Busting, Mind Reading, and Rethinking Marketing's Origin Story

Mark Tadajewski: Myth Busting, Mind Reading, and Rethinking Marketing's Origin Story

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 A History of Marketing / Episode 14If you listened to my first podcast with Philip Kotler, you heard Phil discuss marketing emerging in the early 1900s as a form of “applied economics.” This week, my guest Mark Tadajewski shares research that casts doubt on that version of events, revealing a narrative of early marketing history that is much more complex than the traditional story and veers into surprising, supernatural territory.Mark Tadajewski is Professor of Marketing at The Open University and Editor-In-Chief of the Journal of Marketing Management. He’s a marketing historian that I admire for two reasons: First, there’s his dedication to his research. For the past two decades he’s pored over seemingly every artifact related to marketing history. When you listen to this conversation you can hear how he has an encyclopedic knowledge of the evolution of marketing thought and practice. I’m only a few months into exploring marketing history on this podcast, so speaking with Mark Tadajewski was a humbling experience.Second, there’s his bravery. Tadajewski’s research pokes holes in a narrative that’s endorsed by giants in the field of marketing. There’s considerable professional risk in second-guessing the likes of Philip Kotler. But Tadajewski is unafraid of surfacing what his research reveals, even when it links marketing’s development to fringe topics like telepathy, hypnosis, spiritualism, and other forms of psychical thinking. This podcast is called, “A History of Marketing” not “The History of Marketing.” There isn’t one single definitive story of history, so I enjoy presenting multiple perspectives of marketing’s development alongside each other through conversation.Here’s my conversation with Tadajweski:Myth Busting Conventional Marketing HistoryAndrew Mitrak: Mark Tadajewski, welcome to A History of Marketing.Mark Tadajewski: Andrew, it's nice to be here. Thank you for asking me.Andrew Mitrak: Yes, it's so great to meet with you. When I started this podcast, you were the exact type of scholar I was hoping to meet with, so I'm so glad we had this opportunity to connect. You've thought deeply about marketing's history and evolution and early beginnings and you published a great deal of research around this.Your LinkedIn profile states quote, "I challenge conventional perspectives to encourage a critical examination of marketing thought in the broader political economic environment.” And you've also been described as quote, "the foremost myth buster of marketing thought." What are some of the top myths you've busted or the non-consensus ideas you put forth? How have you sort of earned this reputation for challenging conventional perspectives?Mark Tadajewski: The myth busting thing, I think it's a result of somebody else's paper; [D.G. Brian Jones] a colleague that I worked with a lot actually in the last 20 years wrote a paper called "The Myth of the Marketing Revolution." And you see lots of similar titles to that. And so what I've done basically, whether it's the marketing concept, relationship marketing, service dominant logic, the history of motivation research, the history of marketing education generally, with all of those, I've generally looked at the literature and gone, okay, this is great.But I know from being a bit of a sad character who sat in offices at midnight, looking through the Harvard Business Review from the very first issue and going through everything, this doesn't seem quite correct. And so if I get a sense that there's an argument that I think is problematic, then I tend to start digging a little bit more.Rethinking "The Marketing Revolution": Did the Marketing Concept really start in the 1950s?There's a paper by a guy called Robert J. Keith, published in 1960 in the Journal of Marketing. It's called "The Marketing Revolution." Now Keith's core argument basically is that throughout the history of marketing, what we see is a progression. We've gone from—he's talking about the Pillsbury Company in particular, but he's generalizing his argument to business generally—So he says we've moved through a number of stages. He talks about a production era, which is roughly 1869 to about 1930. Then it's a sales era, 1930 to 1950. Then the marketing era in 1950. And that's where people usually stop. But he also mentions a couple more. He talks about marketing control, about 1958, and he talks about something later called “change.”Now, a lot of people, you know, if you open an introduction to marketing textbook, any of them pretty much, they'll say the marketing concept—this idea that the organizations should be orienting all their activities around the consumer—appears about 1950. I was like, really? You really survived in business, if you're a production-oriented company, just by producing whatever you could and hoping everybody buys it? Or through hard selling? You just sell people as many things as possible. You don't worry about ...
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