The Impact of Market Philosophies on the Analytical Practice of Marketing

Over the last 150 years firms have used many different approaches to the market, often referred to as market philosophies (Kotler et al., 2019). In a previous article, I identified seven such philosophies and argued that, despite the popular notion that many are outdated, they all still have a justification today (Duus, 2017). The seven philosophies are the production concept, the product concept, the selling concept, the marketing concept, the societal marketing concept, the spiritual marketing concept and the innovative (or entrepreneurial) marketing concept (Duus, 2017). A crucial question, then, is what influence the different philosophies have on the analytical practice of marketing? Put differently, how does the organization and practice of the analytics (i.e. the proper subset of marketing, based on theories, models and data) differ depending on the firms’ choice of market philosophy?