Power and marketing
File(s)
Accepted version
Author(s)
Merlo, Omar
Whitwell, Gregory J
Lukas, Bryan
Type
Journal Article
Abstract
This paper argues that research on power has suffered from fragmentation and limited convergence, and that the application of power theory in marketing has been limited to a very small number of areas. In order to obviate these limitations, and to revive interest in an area that has the potential to make further important contributions to research on marketing strategy, the paper presents a categorisation of the main schools of thought in power research. These are the bureaucratic, critical contingencies, network and psychological perspectives. The paper provides a review of the application of these perspectives in marketing, and concludes with a brief discussion of potential future research areas, including the influence of marketing within the firm and strategic alliances.
Date Issued
2004-12-01
Date Acceptance
2011-01-01
Citation
Journal of Strategic Marketing, 2004, 12 (4), pp.207-218
ISSN
0965-254X
Publisher
Taylor and Francis Group
Start Page
207
End Page
218
Journal / Book Title
Journal of Strategic Marketing
Volume
12
Issue
4
Copyright Statement
Copyright © 2004 Taylor & Francis. his is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Strategic Marketing on 1 December 2004, available at: http://www.tandfonline.com/10.1080/0965254042000308039.
License URL
Publication Status
Published
Date Publish Online
2011-01-10