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| Author: | Knights, D. Sturdy, A. Morgan, G. |
| Title: | The consumer rules? An examination of the rhetoric and "reality" of marketing in financial services |
| Journal: | European Journal of Marketing
1994 : VOL. 28:3, p. 42-54 |
| Index terms: | CONSUMERS MANAGEMENT MARKETING |
| Language: | eng |
| Abstract: | Marketing has traditionally deployed the rhetoric of consumer sovereignty and the efficiency of market relations to legitimize its role as an academic discipline and as a management practice. The article draws on theoretical reflections and empirical field work in financial services to question elements of this rethoric. It also provides a fresh and skeptical view about its potential to deliver the benefits it claims, except, perhaps, in a limited sphere of the financial services. |
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