Marketing Mix the Four P's?

Is anybody researching marketing from a more critical/theoretical point of view?

• For any branch liberal arts and natural sciences, it seems there are always a few scholars who are deeply examining the foundations and practices of that field. Marshall McLuhan famously examined the underpinnings of mediums themselves to understand how they shape their messages and us as recievers. Bruno Latour reviews the scientific method from the perspective of a sociologist by watching scientists work, leading to insights on the nature of science practice and the validity of scientific results. Donna Haraway studied biology, sex and gender "to reveal the limits and impossibility of its 'objectivity' and to consider some recent revisions offered by feminist primatologists." Is there anybody subjecting contemporary marketing practices and theories to this kind of scrutiny? For example, Wikipedia lists all these models of "marketing mix" that have come and gone over time: McCarthy's Four Ps, Lauterborn's Four Cs, and even a "Four Cs: in the Seven Cs Compass Model." Has anybody ever looked back and tried to put together the origins, appeals, and effects of these models? Is the society being sold to also being molded by these models? This is kind of a loose idea, but from an outsider/noob point of view it looks like most marketing academics are asking, "How can marketing be 'better'?" without asking what 'better' is or how we would know when we get there.

• Answer:

  If you want to look at it from an academic standpoint three of the best resources RE Journal of the Academy of Marketing Science Journal of Marketing Marketing Science My opinion the best research here looks at the link between a marketing activity and superior financial performance of the firm.