Please join us in Villanova's Falvey Memorial Library on Thursday, Feb. 21, at 3:00 p.m. for a Scholarship@Villanova/Outstanding Faculty Research Award Lecture featuring Ronald Hill, PhD, Richard J. and Barbara Naclerio Chair and professor of marketing and business law in the Villanova School of Business. Dr. Hill’s talk, titled “A Manifesto on Marketing as Exchange,” will describe the research that led him to win the prestigious Outstanding Faculty Research Award.
According to Dr. Hill, the discipline of marketing faces real threats to its relevance, and we ignore the reasons at our own peril. Threats evolve from three key sources including 1) theoretical disregard of the vast majority of consumers in favor of a narrow, affluent socioeconomic subset; 2) languages of research and practice that commoditize individuals with whom we engage and exchange; and 3) paradigmatic constructs that may eliminate bioeconomic realities and systemic challenges from consideration. Consequently, we remove heterogeneity and richness of individuals in favor of simplistic ways of measuring success. In this talk, Dr. Hill will that argue the current situation demands new frames to guide our field. He will provide perspectives that advocate understanding people through bioeconomic exchange, and that recognize ability to transact brings societal responsibilities of equal or greater importance. Further, he details how measures of success must integrate what marketers do and how they do it so societies may judge our larger impact. Finally, he will describe how we must reconsider the fuller role of marketing so that new generations of scholars and practitioners recognize the inestimable value of all human beings.
This event, sponsored by Falvey Memorial Library, is free and open to the public.