Past Marketing: Reflections on Two Decades

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Past Marketing Reflections on Two Decades
Publication of Irish Marketing Review Aidan
ODriscoll Dublin Institute of Technology
Aidan ODriscoll CCS Seminar at DCU 2007
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Irish Marketing Review
Launched in 1986
Brought to market 300 articles
All island journal with 25 overseas contribution
Broad inclusive editorial policy
Strong communication and design values
Practitioner appeal
Unique relationship with professional marketing
body The Marketing Institute of Ireland
(Print run of 4000)
Particular problems of a national journal
Aidan ODriscoll CCS Seminar at DCU 2007
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Irish Marketing Review
Launched in 1986 Perspective of two eras
Put simply, Irish marketing has evolved from been
viewed as something of an oxymoron to being a
first league player.
Aidan ODriscoll CCS Seminar at DCU 2007
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Irish Marketing Review
Some Perspectives on the Irish Consumer by
Darach Turley (1986)
Overall, the data under consideration point to
the validity of viewing the Irish as a distinct
group of consumers with identifiable national
traits.
The Irish Consumer Through Irish Eyes European
Values Survey 1990 by Darach Turley (2005)
Results show that Ireland, although changing, is
doing so very much on its own terms. In the
European value context this nation emerges as
exceptional and idiosyncratic.
Aidan ODriscoll CCS Seminar at DCU 2007
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Irish Marketing Review
Political Opinion Polling Recent Irish
Experience by Charles M. Coyle (1987)
Marketing, Marketing Effort and Customer Loyalty
in a Restricted Environment Irish Retail Banking
by John M. Gwin (1988))
Marquis by Waterford Creating a New
International Brand by Redmond ODonoghue (1994)
IMR Case Study Riverdance by Barra Cinneide
(1996)
Its Not What You Make, Its the Way That You Say
It Reflections on the
Design-Marketing Interface by Paul OSullivan
(1998)
Researching the Cybermarket by John A. Murray
Eunju Ko (2002)
Aidan ODriscoll CCS Seminar at DCU 2007
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Irish Marketing Review
Anatomy of a Supermarket Price War by Jim Bell
and Stephen Brown (1986)
Postmodern Marketing Principles, Practice and
Panaceas by Stephen Brown (1993)
Nietzsche Marketing by Stephen Brown (1995)
A Beginners Guide to Book Reviewing by
Stephen Brown (1993)
Coca Kotler Over-Wrought, Over-Rated and Over
Here by Stephen Brown (1995)
Aidan ODriscoll CCS Seminar at DCU 2007
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Irish Marketing Review
Perspectives on the New Advertising by John
Fanning (1987)
European and National Identity Whither the
Marketing Services Industry? by John Fanning
(1994)
Branding Regaining the Initiative by John
Fanning (1995)
Is the End of Advertising Really All That Nigh?
by John Fanning (1997)
Tell Me a Story The Future of Branding by John
Fanning (1999)
Workers of the World Unite You Have Nothing to
Lose But Your Brands by John Fanning (2000)
Celtic Tiger, Hidden Dragons by John Fanning
(2001)
Irish Advertising - Bhfuil Sé or Wont Sé? by
John Fanning (2003)
Branding and Third World Development Does
Anholts Brand New Justice Make Sense? by John
Fanning (2004)
What Business Can Learn from the Poetry of Thomas
Kinsella by John Fanning (2007)
Aidan ODriscoll CCS Seminar at DCU 2007
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Irish Marketing Review
The Importance of Being Branded An Irish
Perspective by John Fanning (2006), Liffey Press,
Dublin.
Transposing Holts thinking on cultural branding
to Ireland, land of the eponymous Celtic Tiger,
Fanning (2006) analyses six cultural
contradictions freedom/restraint,
individualism/community, globalization/dinnseancha
s,1 affluence/affluenza, control/chaos and
conformity/creativity. He knowledgeably and
imaginatively considers how these apparently
contradictory tensions may sunder Irish society
in the 21st century and speculates on how
far-seeing marketers might advantageously
cultivate this schismatic core, to use Shakars
(2001) phrase. ODriscoll (2008)
1 Dinnseanchas is a Gaelic language word that
celebrates an intense attachment to the lore of
the local a places significance is communicated
and sustained through the Gaelic place name and
the myth, folklore and history associated with
the place.
Aidan ODriscoll CCS Seminar at DCU 2007
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Does a distinctive Irish marketing practice and
voice exist?
The material published in IMR over two decades
bears witness to a changing, maturing and
innovative marketing practice that has yielded a
competitive edge internationally, and also to an
adaptive consumer and workforce that have coped
with significant economic and societal change.
The story of this material reveals ambiguity,
conflicting tensions and apparent contradiction,
or paradox, in its narratives and thinking,
whether between science and the arts, local and
global, Boston and Berlin, Celtic and Saxon,
mechanistic and magical, or indeed, theory and
practice.
Resolving these apparent opposites in a
selectively inclusive, win-win manner seems a
characteristic of the Irish psyche, manager and
consumer.
Aidan ODriscoll CCS Seminar at DCU 2007
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Tyranny of Either-or

• Derrida argues that logocentrism permeates
  every aspect of Western thought, making different
  ways of organising or understanding the world
  difficult to conceive.

He claims that Western thought is obsessed with
creating reality by organising the world into
polar realms. The first of these is always
privileged in our culture, while its opposite is
nullified, degraded, negated (nature/culture,
male/female, organisation/disorganisation, mental
labour/physical labour, production/consumption
and so on.
Thinking in such binary, polar, opposing terms
occurs, not because it is natural or intuitive
for humankind, but because it is culturally
ingrained.
Aidan ODriscoll CCS Seminar at DCU 2007
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Embracing the Other

• One of Derridas fundamental strands of thought
  is that all versions of Western thinking have
  tried to marginalise and suppress this sense of
  the Other that exists (paradoxically) at the very
  heart of whatever is seen as being the
  privileged, correct, rational option.

The Other, or lautre, is a key word in
Derridas work The Other becomes a useful way to
begin to think about the opposing pulls (such as
globalisation versus localisation) that exert
their force on business and the organisation, to
consider how they interpenetrate, and how it is
impossible to separate them, even though they are
given opposite spaces in our minds.
Derrida famously remarked in his 1992 essay on
Europe that What is proper to a culture is not
be identified to itself There is no culture or
cultural identity without this difference with
itself.
Aidan ODriscoll CCS Seminar at DCU 2007
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Resolving Contradiction
Aidan ODriscoll CCS Seminar at DCU 2007
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Managing Ambiguity into Synthesis
A characteristic of Irish culture ?
For too long and too often we speak of the
others or the other side - and what we need to do
is to get to a place of through-otherness.
Seamus Heaney
It is noteworthy that the oft-used Irish language
expression, trí na chéile, suggests trying to
cope with confusion, yet its literal translation
means through its other, implying that a
comprehension comes from a through-otherness
Aidan ODriscoll CCS Seminar at DCU 2007
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Irish Marketing Performance
Aidan ODriscoll CCS Seminar at DCU 2007
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Resolving Contradiction
Relationship marketing Services marketing Brand
development Arts/entertainment marketing
E-business Political marketing
Stephen Brown, University of Ulster Many
products exhibit a paradoxical essence, or
paradessence, in promising to satisfy
simultaneously two opposing consumer/buyer
desires.
Aidan ODriscoll CCS Seminar at DCU 2007
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Managing Ambiguity into Synthesis
That a resolution, particular to Ireland and the
Irish, of these tensions and paradoxes shields
business and marketing with a competitive edge
internationally and the countrys consumers
and workforce with the necessary coping
strategies leads to the conclusion that a
distinctive Irish marketing practice and voice
exist.
Aidan ODriscoll CCS Seminar at DCU 2007
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Past Marketing Reflections on Two Decades
Publication of Irish Marketing Review
Critical marketing recentering of the
consumer Sustainable consumption Eco-behaviour Ci
tizen consumer
Aidan ODriscoll CCS Seminar at DCU 2007