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| Tekijä: | Hackley, C. |
| Otsikko: | Parallel universes and disciplinary space: the bifurcation of managerialism and social science in marketing studies |
| Lehti: | Journal of Marketing Management
2009 : SEP, VOL. 25:7-8 p. 643-659 |
| Asiasana: | marketing theory management social marketing social sciences |
| Kieli: | eng |
| Tiivistelmä: | Marketing scholarship and research originated in a spirit of critique and dissent, but it is a highly packaged brand with a set of universal managerial problem-solving techniques. The study examines this contradiction, positing the notion of parallel universes of disciplinary space, the one characterised by a critical social scientific orientation, the other by a naive managerial orientation. While this dialectical figure may lead to blurring of some important distinctions, the paper suggests that an investigation of undercurrents of this bifurcation can contribute significantly to a re-orientation of the disciplinary space of marketing studies. |
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