Marketing Faculty Publications and Presentations

Fashion creation and diffusion: The institution of marketing

Document Type

Article

Publication Date

5-2013

Abstract

In scholarly discussions, marketing tends to be imagined and (re)presented as a practice of organisations, involving a set of activities, whereby consumer desires are discovered and provided for through two-way communication. By studying the creation and diffusion of fashion, we observe that marketing is not simply a mechanism or set of activities but an institution of modern society that involves all social elements together with consumers and marketing organisations. Through a qualitative inquiry with both consumers and producers, we illustrate how these different elements exercise their roles and responsibilities for marketing to work as an institution. By this illustration, we also provide a perspective on how trickle-up, trickle-across, and trickle-down diffusions are simultaneously operative in fashion. Finally, we articulate the implications of recognising marketing as an institution that will help marketing scholars and practitioners in reorganising and re-strategising their purpose and role in society as modernity evolves.

Comments

© 2012 Westburn Publishers Ltd.

https://www.tandfonline.com/share/DUCCU9C2EMFQVGWU7MAR?target=10.1080/0267257X.2012.729073

Publication Title

Journal of Marketing Management

DOI

10.1080/0267257X.2012.729073

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