Managerial marketing and behavioral marketing: when myths about marketing management and consumer behavior lead to a misconception of the discipline

Abstract Marketing has become accepted and proven in science practice over the past decades. Many principles of marketing have self-evident, but led to gross generalizations simplified thought patterns. This article examines myths metaphors marketing. A distinction is made between managerial behavioral In both sub-disciplines, we are often dealing with complex invisible phenomena that occur a variety contexts. Attempts explain these therefore particularly prone emergence or misconceptions. From perspective, topics such as philosophy leadership role marketing, generation innovation success, development strategic competitive advantages, brand management reflected. Since change from sellers’ market buyers’ market, consumer behavior research been closely intertwined. Therefore, findings form central basis for successful decisions management. Based on this background, second part focuses research, here addressing unconscious behavior, mainly discussion subliminal priming (and its impact manipulation) perception well motives, approaches implicite attitude measurement. Finally, implications derived what extent presented unveiling an roles disciplines should take future. era climate digital transformation, particular challenges emerging. Thus, facts not determine future path discipline.