Professional Ideology and Marketing Implementation

Argues that the widespread weakness of marketing implementation stems from the marketing discipline's neglect of ideology in the organizational change process. By contrast with accountancy, marketing has failed to appreciate and develop its own “professional ideology”. Two short case studies demonstrate the various ways in which the mobilization of ideology can be important to achieving marketing-led change. Concludes by suggesting some directions for the marketing profession's development, especially for strengthening the credibility and exclusivity of its ideological claims.