search query: @indexterm Knowledge engineering / total: 48
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Author: | Desmond, J. |
Title: | Reclaiming the subject: decommodifying marketing knowledge |
Journal: | Journal of Marketing Management
1995 : OCT, VOL. 11:7, p. 721-746 |
Index terms: | MANAGEMENT MARKETING KNOWLEDGE ENGINEERING |
Language: | eng |
Abstract: | This paper discusses commodification as an instance of the appropriation of life force; the substitution of the human for the non-human; the colonization of use value by exchange value; of the veiling of origins, involving processes of objectification, disassembling and reassembling; of the return of the repressed. Commodification is discussed in relation to the practice of marketing and to the scientific method. A discussion of the commodification of marketing knowledge counterposes regulatory Marketing to its "shadow" Critical Consumption. |
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