Document Type



Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence

Publication Details

European Journal of Marketing, 1997, vol. 31, no. 9/10, pp. 706-719


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.