198 Pages
by
Routledge
210 Pages
by
Routledge
198 Pages
by
Routledge
Also available as eBook on:
Based on a conceptual analysis of marketing texts, particularly service marketing texts, and a case study of a service firm that utilizes approaches to managing organizations that have been developed within the boundaries of marketing, this book presents a critical examination of marketing as a managerial practice. Skålén focuses in particular on the managerial research tradition and managerial... Read more
Preface 1: Introduction 2: Power and Marketing 3: The Bureaucratic Organization and the Reactive Employee 4: ‘I Want To Help You’: The Power of Market and Service Orientation 5: The Power/Knowledge of Service Quality and Coaching 6: The Managerial Rationality of Relationship Marketing 7: From Prescribing Marketing Practices to Studying Marketing as Practice Appendix: Methodology and Methods Notes Bibliography Index
Biography
Per Skålén is Associate Professor of Business Administration at the Service Research Center, Karlstad University, Sweden. He is the co-author of Marketing Discourse – A Critical Perspective (with Martin Fougére and Markus Fellesson), also published by Routledge.
