Summary of Achrol & Kotler\'s Research Journal PDF

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Bagus Aditya Nugraha (29019028) – MSM ITB 2019

Frontiers of the Marketing Paradigm in the Third Millennium Ravi S. Achrol & Philip Kotler J. of the Acad. Mark. Sci. (2012) 40:35–52 Marketing theories have been evolved and developed along with the market needs and its function. Nowadays, marketing is not be able to see as a scope of sales and promotion activities only, because the observed evolution itself in fact has its own direction in terms of wider aspects such as how marketing is necessarily covers the product development and customer service. Moreover, marketing theory seems to be a theory with high complexity level, there are a lot of paradigm evolve by the time goes by. After those evolution are being researched in over a years, the paradigm of marketing theory has been tried to be summarized into one general theory as well by the scholars. Therefore, some emerging shifts are appeared due to this phenomenon which lead a new perspective and how it can be studied in the future.

Within this research, Achrol & Kotler tried to emphasize the emerging paradigm of marketing theories by attempting to construct a new framework of discipline with emerging shifts in marketing theories as their background. Regarding those emerging shifts appeared which marked by “the prominent features of the shift are consumer experiences, networks and a macro domain spanning the global commons” (p.50). This research is decided to develop 3 dimensions of marketing approach in constructing the alternative, there are in terms of the subphenomena of marketing, phenomenal structure of marketing, and super-phenomena of marketing. Those 3 dimensions of marketing approach are helping Achrol & Kotler to construct the alternative which is in reductionist to holistic scope of the phenomenon itself.

By assessing and developing those 3 dimensions of marketing approach including several focus like marketing and human sense point of view, consumption networks, and the sustainable marketing concept. The authors of this research provide their finding as an alternative, their research has successfully construct a new framework or in their research paper called a threetiered framework. The three-tiered framework are consist of “(1) consumption experiences, (2) marketing networks, and (3) sustainable development” (p.50).

Addressing the background raised in this research and referring to the finding that was found, Achrol & Kotler were given several of their thought as some advices for managers. Within this research, they clearly stated if understanding the nature and network organization theory is very

Bagus Aditya Nugraha (29019028) – MSM ITB 2019 important for the managers, then the managers need to realize as well if one of important aspects of firm’s function is marketing and branding thus managers should really care about it, as a part of maintaining the network between firms and its consumers. And then managers needs to remember if new marketing is require a brand new cost on the accounting aspect and be patient to monitor the growth....