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Messianic eschatology: Some redemptive reflections on marketing and the benefits of a process approach

John A. Murray (Trinity College, Dublin, Republic of Ireland)
Aidan O’Driscoll (Dublin Institute of Technology, Dublin, Republic of Ireland)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 October 1997

927

Abstract

States that a Messianic view of eschatology is one that directs its hopes to a salvatory or vindicating figure, event or philosophy. In applying the eschatology metaphor to marketing, makes the case that, despite apocalyptic forebodings about its shortcomings, marketing’s salvatory prospects are much improved by the adoption of some new concepts and practices. Suggests that it is now productive to add a strongly process‐based view of marketing to more traditional perspectives. Comprehending marketing in terms of four core processes ‐ a marketing strategy process, a marketing management process, an order generation, fulfilment and service process, and a new product development process ‐ facilitates a redemptive reconceptualization of marketing activity.

Keywords

Citation

Murray, J.A. and O’Driscoll, A. (1997), "Messianic eschatology: Some redemptive reflections on marketing and the benefits of a process approach", European Journal of Marketing, Vol. 31 No. 9/10, pp. 706-719. https://doi.org/10.1108/03090569710180065

Publisher

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MCB UP Ltd

Copyright © 1997, MCB UP Limited

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