Is one marketing concept enough?

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New marketing, improved
marketing, apocryphal marketing
Is one marketing concept enough?
Tony Woodall
Nottingham Business School, Nottingham Trent University, Nottingham, UK

This article examines 3 different marketing philosophies, which are categorized as “new marketing”, “improved marketing” and “apocryphal marketing”, in order to explore the nature and role of marketing practice and clarify its connection with the truth. Because truth establishes the basis for trust of the consumers and bring out the urge to buy in order to satisfy their needs.

The alternative approaches ranges from one extreme to the other, where new marketing suggests quality oriented domain with non-marketing marketers on one side and apocryphal marketing advocates the full-fledged imagination and creativity that relies on specialists/marketers on the other side. Besides the two extremes, there is a mid-way named as improved marketing concept which is customer-centric and based on relationship marketing.

New marketing suggests that old marketing concept should be abandoned and instead Nordic ideals should prevail. The “new” approach identified marketing as a function rather than an occupation, and saw it and goods/service performance as mutually dependent realities exercised primarily via part-time marketers. While quality is emphasized, it defends that customer behaviors can be moderated. Therefore, customer needs and requirements can be recognized and satisfied.

Improved marketing (MO/RM) is an attempt to revise and enhance old ideas and fulfills the spirit of the original. It assumes organizations can discover what customers want and provide products to match based on predictable and manageable customer behaviors. Quantity is as important as the quality in this approach and the role of the organizations is to provide appropriately satisfying outputs.

Apocryphal marketing (Post-modern marketing), assumes customers do not know what they want, but that once seen, products are desired and consumed as signifiers of status, social and cultural belonging. Quality is viewed as most prestigious option, with plentiful consumption a defining factor. The marketing concept is of little use because this assumes rational consumers and rational responses top their behaviors.


All different approaches to marketing concept are legitimate. Perhaps instead of trying to come up with one approach, we may have two marketing concepts to deliver the truth and consequently earn customers’ trust and call it as twin concept. Then, the first would be more focused on organizational objectives pursuing what would be right for the organization and what could be right for the consumers. This will be the domain of the full-time marketer. The second will concentrate on what would be right for the consumer and what should be right for the organization. This will be the domain of the part-time marketer. The full-time marketer establishes the expectations and the part-time marketer delivers on perceptions which together create the function for satisfaction in the search for encouraging customers to move closer to purchase


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