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This essay tries to show how the inflation of marketing panaceas over the past 20 years has failed to calm the conflict between our discipline and consumers. Quite the contrary, it has had more of an incendiary effect because of its tendency to try to renew and regenerate itself by shamelessly appropriating referentials that go well beyond what is traditionally associated with the market sphere. The end result is that consumers have developed a new type of resistance to marketing approaches, one that will require second order types of changes in our discipline. Some of the seeds for this change can be found in the most recent marketing panaceas, which have been presented (and maybe conceptualised) using two ideas: 'market with' and 'societing'. The present essay does not aim to produce a new great theory of marketing, nor does it offer a new paradigm. It merely tries to stimulate reflection about which modes of thinking might help today's world to avoid marketing fundamentalism and colonialism.
Badot et al. (Mon,) studied this question.