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عنوان فارسی مقاله:
نگه داشتن با Joneses: مخفیکاری، اسرار، و دورویی و تزویر در روابط بازاریابی
عنوان انگلیسی مقاله:
Keeping up with The Joneses: Stealth, secrets, and duplicity in marketing relationships
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مقدمه انگلیسی مقاله:
1. Introduction
The glamorous new neighbors down the block or that popular student in your class might not be who they seem. Furthermore, it might not be so easy to keep up with them–—either in terms of their possessions or in terms of the stories they tell. In recent years stealth marketing has become increasingly commonplace, and the lines between content and promotion, reality and fiction, and secrecy and deception have become ever more blurred. As Roy and Chattopadhyay (2010, p. 71) observe, ‘‘In today’s postmodern marketing environment, once clearly labeled promotional messages have now been woven subtly into the various facets of our culture.’’ However, consumers are adapting to this new environment, taking active steps to protect themselves from unwanted scrutiny and targeting. Effectively, consumers are deceiving the deceivers.Herein, we set out to explore the ways in which deception occurs. Specifically, we propose a model of the modes of duplicity in marketing relationships. We illustrate the model using the movie The Joneses, a perspicacious, semi-tragic comedy about the convoluted relationships between marketers and consumers. We proceed as follows. First, we provide a brief review of the literature on duplicity and disclosure issues in marketing. Second, we develop a model of the modes of duplicity that occur inter- and intramarketers and consumers, outlining the ways in which both parties deceive each other and themselves. Third, following a synopsis of the movie The Joneses, we deconstruct the narrative to illustrate the various modes of duplicity in marketing relationships. We then discuss the lessons that can be drawn from the model, as well as ethical and functional issues raised by duplicity in marketing. We conclude by suggesting that ironic duplicity minimizes the problematic ethics of duplicity and maximizes its functional marketing benefits.
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کلمات کلیدی:
Keeping up with The Joneses : stealth, secrets, and duplicity in ... https://www.econbiz.de/...stealth-secrets-and-duplicity-in-marketing-relationships.../10... Keeping up with The Joneses : stealth, secrets, and duplicity in marketing relationships. Ekin Pehlivan; Pierre Berthon; Mine Üçok Hughes; Jean-Paul Berthon ... Keeping up with The Joneses: Stealth, secrets, and duplicity in ... https://caseism.com/keeping-up-with-the-joneses-stealth-secrets-and-duplicity-in-mark... Keeping up with The Joneses: Stealth, secrets, and duplicity in marketing relationships Case Solution, This Case is about SOCIAL PLATFORMS PUBLICATION ... Keeping up with The Joneses: Stealth, secrets, and duplicity in ... https://www.thecasesolutions.com › Marketing HBS Case Solutions Nov 15, 2015 - Keeping up with The Joneses: Stealth, secrets, and duplicity in marketing relationships Case Solution, Keeping up with The Joneses: Stealth, ... Accomplishments by Ekin Pehlivan > Faculty Accomplishments > CSU ... ciapps.csuci.edu/facultyAccomplishments/ekin.pehlivan "Keeping up with the Joneses: Stealth, Secrets and Duplicity in Marketing Relationships." with P. Berthon, M. Ucok-Hughes, and J. Berthon. Business Horizons. Stealth, secrets, and duplicity in marketing relationships - Соционет https://socionet.ru/publication.xml?h=repec:eee:bushor:v:58:y:2015:i:6:p...l... title, Keeping up with The Joneses: Stealth, secrets, and duplicity in marketing relationships, + Citations at Google Scholar by the title. author-name, Pehlivan ...
