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The Governmentality of Marketing Discourse
Karlstad University, Faculty of Economic Sciences, Communication and IT, The Service and Market Oriented Transport Research Group. Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.ORCID iD: 0000-0002-2982-9651
2006 (English)In: Scandinavian Journal of ManagementArticle in journal (Refereed)
Abstract [en]

Informed by Foucaults concept of governmentality, this paper provides a critical reading of the marketing discourse. Based on reviews of the history of marketing scholarship we identify three periods - early marketing thought (c. 1900-1960), marketing management (c. 1950-1985) and service marketing (c. 1975-present) on which we base our analysis on in the paper. For these three periods respectively we focus on analyzing what marketing seeks to govern, how marketing governs and who we become when governed by marketing. We find that customer orientation has become the dominant governmental regime in marketing it has embedded the marketing discourse deeper and deeper as time has gone by. The paper contributes to the critical analysis of managerial discourses broadly defined, and to the critical analysis of marketing in particular

Place, publisher, year, edition, pages
2006.
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-24468OAI: oai:DiVA.org:kau-24468DiVA, id: diva2:598236
Available from: 2013-01-22 Created: 2013-01-22 Last updated: 2014-10-13

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Skålén, Per

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