Marketing meta‐narrative and its tenets: at odds with marketing’s realities? Available to Purchase

Examines key general marketing texts to produce a consistent set of claims termed the nine tenets of marketing. States that these are core to conventional marketing teaching and thought. Argues that they have little epistomological basis. Shows that marketing professionals do not enjoy the same status as those in law and accountancy, concluding that to convince others of the profession’s worth, the whole basis may need renovation.