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Marketing Discourse

A Critical Perspective

By Per Skålén, Martin Fougère, Markus Fellesson

Routledge – 2008 – 198 pages

Series: Routledge Interpretive Marketing Research

Purchasing Options:

  • Add to CartPaperback: $54.95
    978-0-415-54167-1
    May 15th 2012
  • Add to CartHardback: $170.00
    978-0-415-41669-6
    December 20th 2007

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.

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

Author Bio

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.

Name: Marketing Discourse: A Critical Perspective (Paperback)Routledge 
Description: By Per Skålén, Martin Fougère, Markus Fellesson. 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...
Categories: Cultural Theory, Critical Management Studies, Marketing Communications, Marketing Research