The Chemistry of Marketing is a pioneering interdisciplinary field that bridges the gap between natural sciences and economics, exploring how chemical concepts, theories and principles can be systematically applied to understand a wide range of marketing and economic phenomena. This emerging field aims at:
Advancing theoretical understanding of complex marketing systems by applying the laws of chemical thermodynamics—such as conservation of energy and mass, entropy, and system behavior—to analyze and predict the dynamics of marketing phenomena, especially in closed and isolated systems.
Developing new analytical frameworks and metaphors that facilitate better comprehension of phenomena like market stability, transformation, and system transitions under varying degrees of openness, thereby enriching existing marketing theories with insights derived from the natural sciences.
Enhancing practical management and policymaking by offering scientifically grounded paradigms for understanding and controlling market behaviors, particularly in contexts characterized by self-reliance, deglobalization, or limited environmental exchange.
Fostering interdisciplinary integration, leading to innovative research methodologies and problem-solving approaches that draw upon the maturity of chemical sciences, thereby opening new avenues for empirical research, model development, and strategic interventions in marketing.
Enriching scientific knowledge by demonstrating how foundational laws governing physical and chemical systems can be conceptually transferred to social and economic domains, ultimately broadening the scope of scientific exploration and contributing to holistic understanding across disciplines.
Sources:
1. Stoyanov, D. K., Stoyanova, R. D., & Stoyanov, K. S. (2024). Chemistry of Marketing: Application of Chemical Thermodynamics Laws to Closed and Isolated Marketing Systems. Journal of Macromarketing, Vol. 44 No. 2, pp. 465-492 https://doi.org/10.1177/02761467231184141
2. Stoyanov, D. K., Stoyanova, R. D., & Stoyanov, K. S. (2024). Marketing Efficiency of Autarkic Systems: The Case of North Korea. Journal of Macromarketing, Vol. 44 No. 2, pp. 371–391 https://doi.org/10.1177/02761467241238747