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The Ideal Marketer is an Authentic Marketer

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Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing

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Abstract

Interest in authenticity is on the rise. Marketing literature touts authenticity as a point of differentiation (Gilmore & Pine, 2007; Leigh, Peters, & Shelton, 2006). Tourism literature continues to investigate authenticity in reference to the consumer experience (Steiner & Reisinger, 2006; Wang, 1999). Modern psychology considers what is, and what is not, authentic behaviour (Golomb, 1995; Guignon, 2002). And of course, Philosophy has been working on the question for centuries, with a resurgence in the last forty years (Trilling, 1974).

Although marketing research has indicated that authentic marketing is effective, transformational and positive, defining marketing authenticity and applying it is challenging. The 360 degree authenticity approach is one way that researchers and practitioners can consider marketing in a qualitative way. Each dimension of the 360 degree model, however, is strongly linked to cultural context.

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Author information

Authors and Affiliations

  1. Edith Cowan University, Kent, OH, USA

    Nathalie Collins

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  1. Nathalie Collins
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Editor information

Editors and Affiliations

  1. Kent State University, Kent, Ohio, USA

    Colin Campbell

  2. Monash University, Melbourne, Victoria, Australia

    Junzhao (Jonathon) Ma

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Collins, N. (2016). The Ideal Marketer is an Authentic Marketer. In: Campbell, C., Ma, J. (eds) Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-24184-5_11

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