Marketing in Context by Hackley Review - Essay Example

Review Discussion of Hackley’s Book d “Marketing in Context: Setting the Scene” Introduction Chris Hackley authored an intriguing book in 2013 titled, Marketing in Context: Setting the Scene. In this book, Hackley presents an advanced understanding of marketing. Unlike other authored who have ventured into this subject, Hackley sought to present a realistic understanding of marketing in the modern day. One of the evident aspects brought out in the book is the fact that the context of marketing is most significant. Although the marketing field has received increasing criticism in the recent past, it remains evident that the role of marketing in the business world remains highly significant. According to Hackley, critics have been against marketing and its role because of the associated theories and techniques used in the business world in the name of marketing. The author is honest about the fact that the developed world has experienced some of the benefits associated with marketing. This is through increasing affluence. Despite the evident benefits of marketing, only a few people have a conscience understanding of the functioning of marketing. Many of the books seeking to elaborate the concepts of marketing have not succeeded in doing so in accordance with the views expressed by Hackley. Hackley has the conviction that marketing research and the findings recorded as well as the theories developed from such findings do not conform to the real life aspects of marketing. These reasons prompted Hackley to develop a text that can describe marketing concepts in the appropriate context. Hackley’s book succeeds in clarifying several marketing concepts, its role, and setting a new scene that allows marketing to be understood in its appropriate context. This paper will present a critical review discussion of Chris Hackley’s introductory chapter and the conclusion he presents. The review is going to consider other chapters in the book, and describe how Hackley develops them to set a “marketing scene”. Review Discussion of Chapter One In the first chapter of the book, Hackley develops an introduction to his involving text. In this chapter, Hackley introduces the overgeneralization of concepts that has been happening in the marketing field. More specifically, he highlights that only a few people understand marketing in its appropriate context. The efforts of previous authors have not succeeded in enlightening readers on how to understand marketing. This is despite the fact that marketing is one of the fields with a remarkable economic contribution as well as a cultural presence with numerous effects on the society. In an effort to address the overgeneralization of concepts that has been going on, Hackley introduces his purpose of setting the “marketing scene” (Hackley 2). In his opinion, he is interested in a new way of understanding marketing as a concept that emanates from different social situations and one, which people experience differently depending on the social setting. Hackley beliefs that it is impossible to separate marketing practice from its social setting and textures such as work places, experiences of consumers, and other unwanted impacts. Therefore, the author’s text has its basis on the fact that the social texture, which Hackley refers to as the context for marketing is worth viewing as a connecting principle. Hackley focuses on developing a text, which offers a deeper understanding on how to analyse marketing, and practice it in the appropriate context of social texture. More specifically, Hackley introduces a definition for marketing context. In his opinion, the marketing context brings into place everything that surrounds the marketing landscape. The marketing context may be either visual, psychological, physiological, symbolic, material, or cultural aspects that define the marketing landscape. In more specific terms, Hackley believes that the marketing context brings into concepts both the cultural and material contexts that define the operations of the marketing practice as well as the decisions made by consumers. The author views the role of marketing as being able to activate the emotions of consumers as well as “engaging their passions”. The author has the conviction that adopting a contextual approach is a more effective way to view marketing because it brings together all the related concepts. This means that one can view marketing as a system using the contextual approach (3). The author explores the place of marketing in the world. According to what Hackley writes, it is evident that marketing has received negative criticism because of its numerous social effects. This has led to the view that marketers are liars guided by greed and persuading consumers with fabricated lies. On the other hand, Hackley does admit that marketing is a critical concept that cannot afford to be ignored (4). This is why he focuses on shedding light on how to understand marketing context. In this chapter, Hackley introduces the metaphor mise en scène of marketing. Although this concept is common in film studies, and has been used in theatrical analysis for some time, Hackley believes that is a worthwhile metaphor in understanding marketing context. The term mise en scène denotes the act of “placing in the scene”. In film studies and criticism, the term mise en scène has often been used when assessing the way in which physical space into a theatre stage or the setting of a film contributes to the understanding of the plot, the emotions of the characters, and other aspects of the film (9). Film critics use mise en scène when assessing the effect of light, cinematography, actors and their roles, the depth of the field, the costumes, the gestures used by actors as well as sound. This means that mise en scène in film criticism brings into conceptual different aspects. As Hackley puts it, film directors need to develop strategies of activating the emotions of viewers and awakening their senses toward a certain film. They need viewers to be able to decipher the social setting of each film. Therefore, they have to utilize cinematographic space in a way that communicates to the viewer. With such an understanding, the mise en scène metaphor becomes a critical aspect in understanding marketing. This is because the purpose of marketers is to develop marketing strategies that have the capacity to awaken the senses of potential customers and activate their emotions. This is because marketing audiences are generally consumers. Therefore, developing the correct mise en scène for marketing can present positive outcomes by activating the emotions of consumers, a factor that prompts them to make a purchasing decision. Hackley highlights that mise en scène used in film studies differ from the application of the metaphor in marketing. The fact that audiences in films are static, whereas consumers are constant motion is highlighted as a main difference (10). However, the fact that consumers are in motion does not change the fact that they experience and exhibit emotional responses to different marketing scenes encountered in different settings. Interestingly, Hackley admits that some readers will criticize the use of the mise en scène metaphor in the marketing context. However, he defends his use of the metaphor in highlighting that it helps the reader imagine that the “dynamism as well as the theatricality of marketing” is of important consideration because they determine whether marketing can activate and engage different audiences. Moreover, the author highlights that the use of the metaphor brings out the concept that the consumers who are the audience of marketing situations have the freedom to interpret, accept, or even resist the efforts of marketing. The above is one of the new ways of thinking that Hackley feels that many authors have not addressed in the past. Many marketers have often assumed that consumers are passive (10). On the contrary, the use of the mise en scène metaphor brings out the fact that consumers are active and have the potential to interpret marketing messages, which is a critical aspect in marketing. The author resents an intriguing example of the social texture, which determines the success of marketing. Evidently, details of the example presented to highlight one of the rare cases of unimagined success from a marketing venture. Hackley described how Dr Dre used the 2012 London Olympics to his advantage despite the strict regulations that barred companies from promoting their products unless they were official sponsors. However, Dr Dre’s marketing team captured the moment when they decided to give their luxurious bits headphones to the final competitors in the swimming sector. This was after observing that many swimmers preferred to have headphones on to minimize noise from the audience. Since all the swimmers in the finals had the luxurious bits headphones, the whole world perceived a message from that. This is because the use of the headphones by the swimmers created an impression that the headphones were targeted for people who were both young and cool. Since the Olympics event received coverage from different types of media, Dr Dre’s promotions received a global audience (12). In accordance with the views of Hackley, this example defines the effect of social texture in marketing. The fact that Dr Dre recognized the social context, the product registered remarkable success in the market. This surpasses the role of the 4Ps that define the marketing mix of many products found in different textbooks. Although the use of the 4Ps may have some effect, understanding the context of marketing communicates powerful messages to consumers leading to positive outcomes. After presenting Dr Dre’s example, Hackley addresses some marketing myths that have been pervasive over the years. The author discredits some of the common myths and introduces new concepts that define the field of marketing. The example of Dr Dre is highlighted as an effecting use of the mise en scène concept. Hackley then focuses on highlighting the importance of marketing for different types of organizations. In addition to increasing sales for some businesses, marketing has presented numerous benefits to organizations such as developing positive relationships with stakeholders (20). Worth noting is the fact that Hackly is keen to highlight that marketing has brought forth a clearer understanding of the heterogeneity of consumer demands. It also allows consumer sovereignty. Evidently, Hackley succeeds in laying a strong foundation for his intriguing text. It is evident that understanding of marketing in its appropriate social context can present positive outcomes. Hackley also succeeds in challenging the traditional understanding of marketing, creating an avenue for readers to open their minds and perceive the new understanding of the marketing context. Worth noting is the fact that the use of the mise en scène metaphor helps the reader to understand the context for marketing in a new light. The introduction makes the readers anticipate for other chapters in the book. This introduction sets a perfect setting for understanding the second chapter on “marketing as communication” (29). It also prepares the reader to understand how marketing ideologies and mass media are connected. The fourth chapter on ideologies of space serves to develop the mise en scène metaphor further. The fifth chapter on marketing ideology and social policy helps the reader to understand the interaction of social policies with marketing ideologies. Due to an elaborate introduction, the reader also looks forward to the sixth chapter on consumer agency and brand culture. The seventh chapter concludes the author’s text, and is discussed below. Review Discussion of Chapter 7 In the last chapter of the book, Hackley seeks to recap the ideas and concepts developed in previous chapters and to place emphasis on the most important concepts. He titled the chapter as Managing Marketing in Context. At the start of the chapter, he discusses conventional versus contextual marketing. Since the entire text advocates for contextual marketing, and has described the different levels of context, specifically the cultural, individual, and social, the last chapter seeks to place emphasis on the need to adopt this approach (167). Evidently, Hackley describes how contextual marketing can prove highly effective and replace traditional marketing approaches which have failed. From the examples presented, it emerges that only the brands that have focused on contextual marketing have had an outstanding impact among consumers. Hackley also addresses media brands and marketing in an effort to emphasize how some of the media brands have properly understood the marketing context and are reaping maximum benefits from applying the context. Some of the examples such as daily mail and MailOnline appear in this chapter as some of the brands that can help readers recognize the value of contextual marketing. The author also touches on philosophical assumptions that define marketing management. He places emphasis on the need to adopt the new approach of putting marketing in the right context and the use of the mise en scène metaphor. He also emphasizes on the need for cultural context in marketing. In an effort to help readers understand the mise en scène metaphor, Hackley presents more thought on how the metaphor applies. He furthers the discussion on the analogy between mise en scène in film criticism and marketing context. However, he does admit that the analogy has its limitations. Using examples, he highlights some of the weaknesses of the analogy. Most importantly, he highlights that the metaphor does not bring into concept the mutually relative perspective exhibited by consumers after viewing different scenes of marketing situations. Without doubt, it is difficult for marketers to understand the relative perspectives exhibited by consumers upon the interaction with different marketing strategies. Hackley is keen to compare contextual marketing in theory and practice (180). This is a good approach since many readers may not understand how contextual marketing applies in real life situations. The author demonstrates that the contextual approach of marketing is applicable in marketing practice, irrespective of the views of many that it is a superficial approach. He reinforces his conviction that theories developed by other authors have only served to limit the understanding of marketing. However, he expresses his views that contextual marketing can be applied in practice by different organizations and institutions and present positive outcomes. The author also touches on marketing and its various forms of power and elaborates each of them. However, he highlights that the power enjoyed by different companies is not as dominant as many people have viewed it. Individuals can choose to resist such power. This is because the power associated with marketing has its basis on a cultural negotiation (177). Therefore, it is possible for people to interact with the type of marketing that conforms to their cultural values. Hackley also places emphasis on the need for policy makers, intellectuals, and practitioners understand marketing power. He concludes the book by offering a discussion on marketing management and finally develops a contextual thinking in marketing practice. A close analysis of the last chapter indicates that Hackley has succeeded in recapping his ideas as presented in the previous chapters. He takes the reader back to the examples presented in various chapters in an effort to summarise the key concepts associated with contextual marketing. Just like other authors touching on marketing theories, the final chapter should put the theory in practice. Hackley does this by presenting a contextual thinking in marketing practice. He gives attention to the power associated with marketing and discusses it as one of the important aspects that practitioners should understand (184). Conclusion As described above, the first and last chapters of Hackley’s book are of critical importance in the text. The introductory chapter served to lay a basis for all the other chapters by presenting background information related to the marketing field. In this chapter, Hackley used appropriate approaches of building up the reader’s interest so that the reader can advance to other chapters. The chapter brought into focus the importance of contextual marketing and the application of the mise en scène metaphor, which are of critical importance to all other chapters. In the final chapter, Hackley presents a recap of the main concepts and presents a summary of his main ideas. Work Cited Hackley, Christopher E. Marketing in Context: Setting the Scene. [Basingstoke] : Palgrave Macmillan, 2013. Internet resource. Read More