Marketing Discourse: A Critical Perspective, 1st Edition (Paperback) book cover

Marketing Discourse

A Critical Perspective, 1st Edition

By Per Skålén, Martin Fougère, Markus Fellesson


196 pages | 1 B/W Illus.

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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

About the Authors

Per Skålén is Associate Professor of Business Administration at the Service Research Centre and Department of Business and Administration, Karlstad University, Sweden.

Martin Fougère is Assistant Professor in the Department of Management and Organization at the Swedish School of Economics and Business Administration, Helsinki.

Markus Fellesson is a Senior Lecturer in Marketing and Organization Studies at the Service Research Centre, Karlstad University, Sweden.

About the Series

Routledge Interpretive Marketing Research

Recent years have witnessed an ‘interpretive turn’ in marketing and consumer research. Methodologies from the humanities are taking their place alongside those drawn from the traditional social sciences. Qualitative and literary modes of marketing discourse are growing in popularity. Art and aesthetics are increasingly firing the marketing imagination. This series brings together the most innovative work in the burgeoning interpretive marketing research tradition. It ranges across the methodological spectrum from grounded theory to personal introspection, covering all aspects of the postmodern marketing ‘mix’, from advertising to product development, and embracing marketing’s principal sub-disciplines.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Marketing / General
BUSINESS & ECONOMICS / Marketing / Research