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portada Marketing Discourse: A Critical Perspective
Type
Physical Book
Publisher
Author
Language
English
Pages
206
Format
Paperback
ISBN13
9780415541671
Edition No.
1

Marketing Discourse: A Critical Perspective

Skålén Per (Author) · Routledge · Paperback

Marketing Discourse: A Critical Perspective - Skålén Per

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Synopsis "Marketing Discourse: A Critical Perspective"

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.

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The binding of this edition is Paperback.

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