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Marketing Performativity: Theories, practices and devices

Samlingsverk
Författare Katy Mason
Hans Kjellberg
Johan Hagberg
ISBN 9781138237261
Förlag Routledge
Publiceringsår 2017
Publicerad vid Företagsekonomiska institutionen, Marknadsföring
Språk en
Länkar https://www.routledge.com/Marketing...
Ämnesord marketing, performativity, marketing research, business
Ämneskategorier Företagsekonomi

Sammanfattning

Marketing Performativity: Theories, practices and devices addresses concerns about the theory-practice gap so often discussed by marketing scholars, and indeed reframes this ‘gap’ by asking ‘how is marketing theory performative?’ How does marketing theory shape action? Who uses it in practice and to what effects? The individual contributions in this book look at how marketing theories are used in practice and what this means for our understanding of the practicing–theorising landscape of marketing. The book begins by considering what performativity is and how this concept is used in the marketing literature. It then considers three themes concerning the performativity of marketing that emerge from the contributions, before presenting ten empirical studies that ask how, why, and to what effect marketing theories are used and ‘performed’ in marketing practice. The book also summarises the implications of three themes and sketches research areas for further developing our understanding of the performativity of marketing. This book was originally published as a special issue of the Journal of Marketing Management.

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