ReThinking Studying Marketing

  • Björn BohnenkampEmail author
Part of the Management – Culture – Interpretation book series (MCI)


Marketing might be the business function which has the Re- in its genes: Dedicated to the battle for attention, marketing always has to think about re-evaluating established ways of customer relations and about re-designing new ways of communication. Marketing follows the logic of campaigns, and each new campaign means an approach to more customers, to more sales, to more profits.

This ongoing focus on the “Re” is probably one of the most important arguments for new marketing students. Those of the readers who have some experience in admission talks might agree: Who wants to do business in a creative way often decides to study marketing (although creativity in these cases often means ‘no clue about numbers’). Many young marketing students are looking forward to invent slogans, to design ads, to create TV spots. For them, studying marketing means learning the skills how to convince future customers, it means the craftsmanship of an advertiser.

So there is a very short answer to the question, but re-thinking marketing could be, it’s learning this complex craftsmanship, mainly by re-doing it again and again. However, is it worth to broaden this perspective, to question this campaign logic? Is there any value for students of such an applied discipline as marketing to re-think their thinking and to re-turn their perspective?


Consumer Research Marketing Research Brand Community Transdisciplinary Process Cultural Turn 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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© Springer Fachmedien Wiesbaden GmbH 2017

Authors and Affiliations

  1. 1.Karlshochschule International UniversityKarlsruheGermany

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