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by Martin Fougère,Markus Fellesson,Per Skålén
Download Marketing Discourse: A Critical Perspective (Routledge Interpretive Marketing Research) fb2
Marketing & Sales
  • Author:
    Martin Fougère,Markus Fellesson,Per Skålén
  • ISBN:
    0415416698
  • ISBN13:
    978-0415416696
  • Genre:
  • Publisher:
    Routledge; 1 edition (February 14, 2008)
  • Pages:
    10 pages
  • Subcategory:
    Marketing & Sales
  • Language:
  • FB2 format
    1778 kb
  • ePUB format
    1338 kb
  • DJVU format
    1820 kb
  • Rating:
    4.9
  • Votes:
    294
  • Formats:
    txt docx lit lrf


Marketing Discourse: A Critical Perspective and millions of other books are .

Per Skålén (Author), Martin Fougère (Author), Markus Fellesson (Author) & 0 more. Martin Fougère is Assistant Professor in the Department of Management and Organization at the Swedish School of Economics and Business Administration, Helsinki.

The book offers a critical survey of the most important contributions to managerial marketing discourse from .

Marketing Discourse: A Critical Perspective. Book · January 2008 with 607 Reads. How we measure 'reads'. This book is an attempt to rest the balance, articulating a social critique and evaluation of marketing.

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by. Per Skxe5lxe9n, Martin Fougxe8re.

Routledge, Taylor and Francis.

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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.