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| Tekijä: | Desmond, J. |
| Otsikko: | Reclaiming the subject: decommodifying marketing knowledge |
| Lehti: | Journal of Marketing Management
1995 : OCT, VOL. 11:7, p. 721-746 |
| Asiasana: | MANAGEMENT MARKETING KNOWLEDGE ENGINEERING |
| Kieli: | eng |
| Tiivistelmä: | 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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