Marketing Performativity

Theories, practices and devices

Business & Finance
Cover of the book Marketing Performativity by , Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: ISBN: 9781315300214
Publisher: Taylor and Francis Publication: October 11, 2018
Imprint: Routledge Language: English
Author:
ISBN: 9781315300214
Publisher: Taylor and Francis
Publication: October 11, 2018
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Taylor and Francis

Cover of the book Economic Thought Since Keynes by
Cover of the book Chicano Images by
Cover of the book Frontiers in Nature-based Tourism by
Cover of the book Achievement and Inclusion in Schools by
Cover of the book A Shadow of Glory by
Cover of the book Reflexive Ethnography by
Cover of the book Narrative of the Portuguese Embassy to Abyssinia during the Years 1520-1527, by Father Francisco Alvarez by
Cover of the book How To Do Your Dissertation in Geography and Related Disciplines by
Cover of the book Political Leadership, Nations and Charisma by
Cover of the book Contentious Identities by
Cover of the book Sport and Architecture by
Cover of the book Don't Bet on the Prince by
Cover of the book The Immaterial Self by
Cover of the book Managing Public and Nonprofit Organizations by
Cover of the book Nomads in the Sedentary World by
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy