Marketing discourse : a critical perspective

Author(s)

    • Skålén, Per
    • Fougère, Martin
    • Fellesson, Markus

Bibliographic Information

Marketing discourse : a critical perspective

Per Skålén, Martin Fougère and Markus Fellesson

(Routledge interpretive marketing research series, 7)

Routledge, 2008

  • : hbk

Available at  / 14 libraries

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Note

Includes bibliographical references (p. [170]-182) and index

Description and Table of Contents

Description

The marketing discipline has been dominated by managerial research that has never really been counterbalanced by a systematic critical analysis which is problematic given the assumed legitimization of the managerialism that has ensued. This book is an attempt to rest the balance, articulating a social critique and evaluation of marketing. The book offers a critical survey of the most important contributions to managerial marketing discourse from the earliest twentieth century onwards, covering traditions of research such as scientific selling, marketing management and service marketing and drawing from Michel Foucault's understanding of power and Ernesto Laclau and Chantal Mouffe's Discourse Theory. The analysis reveals that managerial marketing discourse has promoted a government of organizations that is centred around the customer and that the shifts and turning points in this rationality through time signify more fundamental shifts in emphasis in the type of power promoted by marketing discourse and the subject positions is ascribes to people.

Table of Contents

Introduction 1. Previous Research and Analytical Framework 2. Method 3. The Chronology of Marketing Discourse 4. Early Marketing Thought (c. 1900-1960) 5. Marketing Management (c. 1950-1985) 6. Service Management 7. Discussion: Customer Orientation, 'Depth' and Self-Regulation

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Details

  • NCID
    BA84606973
  • ISBN
    • 9780415416696
  • LCCN
    2007027862
  • Country Code
    uk
  • Title Language Code
    eng
  • Text Language Code
    eng
  • Place of Publication
    London
  • Pages/Volumes
    ix, 190 p.
  • Size
    24 cm
  • Classification
  • Subject Headings
  • Parent Bibliography ID
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