Inside Marketing: Practices, Ideologies and Devices (original) (raw)
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Philosophy of Mareting: The New Realist Approach, 2022
How can we overcome the rapidly ageing postmodernist paradigm, which has become sterile orthodoxy in marketing? This book answers this crucial question using fresh philosophical tools developed by New Realism. It indicates the opportunities missed by marketing due to the pervasiveness of postmodernist attitudes and proposes a new and fruitful approach pivoting on the signifcance of reality to marketing analyses and models. Intensifying reference to reality will boost marketing research and practice, rather than impair them; conversely, neglecting such a reference will prevent marketing from realising its full potential, in several contexts. The aim of the book is foundational: its purpose is not a return to traditional realism but to break new ground and overcome theoretical obstacles in marketing and management by revising some of their assumptions and enriching their categories, thereby paving the way to fresh approaches and methodological innovations. In that sense, the book encourages theoretical innovation and experimentation and introduces new concepts, like invitation and attrition, which can fnd fruitful applications in marketing theory and practice. That is meant to be conductive to the solution of important difculties and to the uncovering of new phenomena. The last chapter of the book applies the new approach to eight case studies from business contexts. This book will be of interest to philosophers interested in New Realism and to researchers, scholars, and marketing professionals sensitive to the importance and fruitfulness of reference to reality, for their own purposes.
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Marketing Theory, 2007
Recent debates in economic sociology have moved away from a critique to homo economicus to a focus on how market exchange is formalised and abstracted from society. Rather than dwell on the disparities between the formalism and the practice of market exchange, the work of Michel Callon and associates focuses on the calculating agencies that make homo economicus a reality. This paper argues that this work has important consequences for marketing theory and practice. We concur with Callon's argument that marketing theory has a role not just in explaining how markets work but also in performing and formatting markets. However, we look upon marketing's role in performing the market as a series of distributed and loosely coordinated associations and representations rather than strongly convergent networks. In addition, they are always fragile and unstable constructions linking supply and demand, and always likely to be destabilised by divergent interests and rival alternatives.
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