Marketing Theory and Philosophical Paradigm: An Introduction to Marketing from the Comparative Perspective of Marxist Philosophy and Philosophical Paradigms
郑林源Enterprise Management Publishing House · ChinaNov 2024
Rating 2.8- Word count
- 231K words
- Chapters
- 22
- ISBN
- 9787516427422
Tags
Management Philosophical ParadigmMarketing StrategyMarxismValue ReconstructionAcademic MonographIntellectual CommentaryLocal PracticeComparative StudyTheory ConstructionCross-Cultural ViewSummary
Grounded in Marxist philosophy and its conception of communicative practice, and integrating fine traditional Chinese culture and China's marketing practice, this book reinterprets the core categories of Western marketing through intermediary theories including the theory of consumer interests and consumption (social) value, the socialist theory of labor value, generalized social semiotic theory, core socialist values, and traditional Chinese medical philosophy, and establishes the basic framework of a marketing theory system from the perspective of Marxist philosophy and its conception of communicative practice. At the same time, it reveals the philosophical paradigms underlying Western marketing theory, its marketing philosophy, and its core categories, thereby providing support for building a marketing theory system from the perspective of Marxist philosophy.The approach of this book offers a transferable theoretical scheme for combining Marxist philosophy with fine traditional Chinese culture and for advancing curriculum-based ideological and political education and the development of the new liberal arts. It can serve as a reference for managers and decision-makers with some experience in marketing strategic planning, as well as for those engaged in education and research in the liberal arts.
Editor's review
Marketing Theory and Philosophical Paradigms is Associate Professor Zheng Linyuan's attempt, grounded in long years of teaching and research, at a profound philosophical reflection on and reconstruction of the foundational theories of marketing. The book's greatest value lies in its distinctive angle of approach: it is not a conventional how-to guide to marketing, but rather an examination of marketing theory through Marxist philosophy and the broader comparative lens of philosophical paradigms, exploring its underlying philosophical presuppositions, methodological foundations, and epistemological roots. The author seeks to sort out and analyze, at the ontological, epistemological, and axiological levels, the implicit "economic man" assumption, utilitarian tendencies, and instrumental-rational logic in marketing theory, and to bring them into dialogue with the Marxist views of practice, historical materialism, and the theory of the all-round development of the human person. This line of inquiry is especially rare and valuable among contemporary marketing works that are predominantly pragmatist and technique-oriented. For readers, the experience of reading this book is closer to an intellectual journey of theoretical speculation: it challenges the popular notion that marketing is merely a set of instrumental techniques and compels us to consider the nature of the social relations and the value stance behind it. Although some of the philosophical discussion is fairly abstract and may pose a threshold for readers lacking a philosophical background, the critical analytical framework it offers is irreplaceably illuminating for deepening our understanding of marketing's social impact, its ethical boundaries, and its role in modernity.Who it's for
A good fit for
- University faculty, students, and researchers with a strong interest in the theoretical foundations of marketing who wish to go beyond the operational level and think in depth
- Scholars with backgrounds in philosophy or sociology who wish to understand economic and management phenomena from an interdisciplinary perspective
- Readers with some grounding in Marxist theory who are concerned with the relationship between contemporary critiques of capitalism and business practice
- Corporate strategists or consultants seeking to reflect on and construct a marketing philosophy at the level of fundamental ideas
Not a good fit for
- Practitioners eager for concrete marketing techniques, hands-on cases, or operational templates
- Readers who lack interest in or patience for philosophical speculation and abstract theoretical discussion
Reading tips
- Begin with the preface and introduction to grasp the author's core problematic and the book's overall argumentative framework before moving into the specific chapters
- Read alongside a classic marketing textbook (such as Kotler's) to appreciate the book's critical and reflective perspective
- The book involves extensive comparison of philosophical paradigms; when encountering unfamiliar philosophers or concepts, consult philosophical reference works as needed
About the publisher
Enterprise Management Publishing House China · Founded in 1979Enterprise Management Publishing House focuses on the field of economics and management publishing, with titles spanning common categories such as inspirational growth, management, food, and examinations. Based on the 317 books in the database, representative titles include Dale Carnegie's The Scrolls (Authoritative Collector's Edition), Liu Chengyuan's Lean Thinking: How Lean Is Implemented in China, Zhong Jiyin's series on Boards of Directors and Corporate Governance, Cao Xibo's New Handbook for Public Speaking Training, Zhu Yutong's Thirteen Marketing Strategies for Chinese Brands and Adoption Methods: Solving Eight Major Local Marketing Problems, and Guan Cha by authors such as Xiu Shang, Liao Xinlin, and Li Xiaorui. Its publishing direction covers management theory, corporate governance, and local marketing practice, while extending to personal growth and language training. Its author resources include researchers and practitioners in economics and management. Public information on its publishing features and series system is limited; the above is based only on the book information in the database.
Contents
- 版权信息
- 自序
- 绪论 哲学与市场营销——我的市场营销理论创新思路
- 第一篇 马克思主义哲学交往实践观及其中介哲学理论
- 第一章 马克思主义哲学交往实践观
- 第二章 马克思主义哲学及其交往实践观具体化的中介哲学理论
- 第二篇 消费者利益和消费价值观实现的中心目的论
- 第三章 以商品为纽带的消费者利益和消费价值中心目的理论
- 第四章 市场营销关系分析模型及其应用案例
- 第三篇 中介理论群视阈中的市场营销过程及理论核心
- 第五章 目标市场（主体）利益和消费价值的商品化
- 第六章 目标市场（主体）利益和消费价值观的品牌化
- 第七章 推动商品的目标市场（主体）化
- 第八章 市场营销渠道中的主体际关系
- 第四篇 西方市场营销理论及其哲学范式
- 第九章 西方现代主义和后现代主义哲学范式概述
- 第十章 两类西方市场营销理论体系的哲学范式
- 第十一章 西方范畴性市场营销理论的哲学范式
- 第十二章 哲学范式比较视阈中的市场营销哲学和范畴
- 第五篇 中西文化碰撞下的中国市场营销
- 第十三章 中国市场营销的相关认知
- 后记
FAQ
Does this book explain how to do marketing concretely?
Not exactly. The book's core is a philosophical analysis and reflection (particularly from the perspective of Marxist philosophy) on the basic presuppositions, methodology, and value orientation of marketing theory. It is theoretical reflection and foundational research rather than a source of concrete operational plans.Can I understand this book without a philosophy background?
It poses certain challenges. The author engages with multiple paradigms, including Marxist philosophy and modern Western philosophy, which requires readers to have some grounding in philosophical concepts and a willingness to engage with abstract speculation. For readers with a strong theoretical interest, however, the introduction and some chapters can still offer valuable insights.What are the main arguments or conclusions of this book?
The book argues that marketing theory is not a value-neutral, purely technical system but embodies specific philosophical paradigms (such as utilitarianism and instrumental rationality). Through the critical lens of Marxist philosophy, the author guides readers to examine marketing's deeper role in constructing social relations and shaping consumer culture, and explores the possibility of building a marketing philosophy that is more attentive to society as a whole and to human development.This site is an index: you start “Search all sources” in your browser, and the entries it lists all point to third-party sites; please judge their availability yourself.
About the author
郑林源 AuthorZheng Linyuan is an author about whom limited public information is available; only one of their works is currently included in the collection. That representative work is An Introduction to Marketing from the Perspective of Marxist Philosophy and Comparative Philosophical Paradigms, a management title that examines marketing theory through the lens of Marxist philosophy and the comparison of philosophical paradigms. Judging from the title and its classification, the author focuses on the intersection of marketing studies and philosophical methodology, attempting to sort out and reflect on the foundational issues of marketing theory within a framework of comparative philosophical paradigms. Writing of this kind tends to be strongly theoretical and interdisciplinary, which is relatively rare among marketing books, and it may appeal to readers interested in marketing theory and methodological reflection. Because information such as dates of birth and death, nationality, education, and professional experience remains unconfirmed, further details about the author's background cannot be provided at this time.