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Marketing-as-Practice: Introduction to the Special Issue
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration. Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Karlstad University, Faculty of Economic Sciences, Communication and IT, The Service and Market Oriented Transport Research Group.ORCID iD: 0000-0002-2982-9651
2011 (English)In: Scandinavian Journal of Management, ISSN 0956-5221, Vol. 27, no 2, 189-195 p.Article in journal (Refereed) Published
Abstract [en]

This paper introduces the marketing-as-practice (MAP) special issue of the Scandinavian Journal of Management. It outlines the editors’ position, suggesting that there is a need for a stronger focus on MAP in marketing which engages with critical perspectives and opens up a mutually enriching dialogue between MAP and the more established strain of practice research in the strategy literature (SAP). Drawing on practice work in social theory, and building on SAP research, the paper explores practice-orientation in a context of critical perspectives on marketing and a nascent but growing incidence of practice themes in marketing and consumer research. It reviews some published studies in marketing that engage with practice themes, either indirectly or as an explicit practice-research positioning. Finally, the paper introduces the five papers chosen for this special issue. Our aim overall is not to prescribe what MAP should look like, but to try to open up fresh, multi-disciplinary trajectories for practice research in management.

Place, publisher, year, edition, pages
Pergamon Press, 2011. Vol. 27, no 2, 189-195 p.
Keyword [en]
Introduction, Practice theory, Marketing-as-practice
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-10751DOI: 10.1016/j.scaman.2011.03.004ISI: 000292014900001OAI: oai:DiVA.org:kau-10751DiVA: diva2:494303
Available from: 2012-02-08 Created: 2012-02-08 Last updated: 2015-06-24Bibliographically approved

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