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| Tekijä: | Hackley, C. |
| Otsikko: | 'We Are All Customers Now . . .' Rhetorical Strategy and Ideological Control in Marketing Management Texts |
| Lehti: | Journal of Management Studies
2003 : JUL, VOL. 40:5, p. 1325-1352 |
| Asiasana: | MARKETING MANAGEMENT MARKETING STRATEGY MANAGEMENT IDEOLOGY MARKETING LITERATURE MARKETING THEORY |
| Kieli: | eng |
| Tiivistelmä: | This paper critically appraises the rhetoric of marketing management texts. Its interpretive frame is informed respectively by critical management and discourse analytic theoretical traditions. Its main data set is drawn from popular textbooks written for taught university courses but it also draws attention to similar rhetorical strategies in leading academic marketing journals. In addition, parallels are drawn with other popular management and consulting fields. In this way, the paper attempts to mark out an initial topology of the ideological influence that is enabled and mobilized by marketing's rhetorical strategies. Marketing rhetoric often escapes critical attention precisely because it is platitudinous. |
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