Marketing Faculty Publications and Presentations
Fashion creation and diffusion: The institution of marketing
Document Type
Article
Publication Date
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.
Recommended Citation
Deniz Atik & A. Fuat Fırat (2013) Fashion creation and diffusion: The institution of marketing, Journal of Marketing Management, 29:7-8, 836-860, DOI: 10.1080/0267257X.2012.729073
Publication Title
Journal of Marketing Management
DOI
10.1080/0267257X.2012.729073
Comments
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