Marketing Performativity (inbunden)
Format
Inbunden (Hardback)
Språk
Engelska
Antal sidor
260
Utgivningsdatum
2017-02-07
Förlag
Routledge
Dimensioner
246 x 174 x 12 mm
Vikt
589 g
Antal komponenter
1
ISBN
9781138237261

Marketing Performativity

Theories, practices and devices

Inbunden,  Engelska, 2017-02-07
2019
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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 practicingtheorising 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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Övrig information

Katy Mason is Professor of Markets, Marketing and Management at Lancaster University, UK. Hans Kjellberg is Professor of Marketing at the Stockholm School of Economics, Sweden. Johan Hagberg is Associate Professor of Marketing at the University of Gothenburg, Sweden.

Innehållsförteckning

Introduction Exploring the performativity of marketing: theories, practices and devices 1. Epistemologies in the wild: local knowledge and the notion of performativity 2. Is there a gap in the market, and is there a market in the gap? How advertising planning performs markets 3. Performing market segmentation: a performative perspective 4. Brand transformation: a performative approach to brand regeneration 5. The dividualised consumer: sketching the new mask of the consumer 6. Myriams adverteasing: on the performative power of marketing promises 7. Exploring the brands world-as-assemblage: the brand as a market shaping device 8. The performativity of sustainability: making a conduit a marketing device 9. Elephants cant gallop: performativity, knowledge and power in the market for lay-investing 10. Construction of silence on issues of sustainability through branding in the fashion market