A Critical Perspective
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Marketing Discourse by Per Skalen
Book DescriptionThe 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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Book DetailsISBN: 9780415416696
(234mm x 156mm x 17mm)
Publisher: Taylor & Francis Ltd
Publish Date: 30-Jun-2007
Country of Publication: United Kingdom
Books By Author Per Skalen
Marketing Discourse, Paperback (May 2012)» View all books by Per Skalen
Exploring marketing discourse, this title is an important contribution to the growing literature on critical marketing, helping readers to connect the previously dis-connected intellectual approaches to marketing.
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Author Biography - Per Skalen
Per Skalen is Associate Professor of Business Administration at the Service Research Centre and Department of Business and Administration, Karlstad University, Sweden. Martin Fougere 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.
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