Marketing Performativity: Theories, practices and devices (Key Issues in Marketing Management) - Tapa blanda

Libro 12 de 23: Key Issues in Marketing Management

Kjellberg, Hans; Hagberg, Johan

 
9780367109509: Marketing Performativity: Theories, practices and devices (Key Issues in Marketing Management)
Tapa blanda
ISBN 10: 0367109506 ISBN 13: 9780367109509
Editorial: Routledge, 2018

Sinopsis

Marketing Performativity: Theories, practices and devices addresses concerns about the theory-practice gap so often discussed by marketing scholars, and indeed reframes this ‘gap’ by asking ‘how is marketing theory performative?’ How does marketing theory shape action? Who uses it in practice and to what effects? The individual contributions in this book look at how marketing theories are used in practice and what this means for our understanding of the practicing–theorising landscape of marketing.

The book begins by considering what performativity is and how this concept is used in the marketing literature. It then considers three themes concerning the performativity of marketing that emerge from the contributions, before presenting ten empirical studies that ask how, why, and to what effect marketing theories are used and ‘performed’ in marketing practice. The book also summarises the implications of three themes and sketches research areas for further developing our understanding of the performativity of marketing. This book was originally published as a special issue of the Journal of Marketing Management.

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Acerca del autor

Katy Mason is Professor of Markets, Marketing and Management at Lancaster University, UK.

Hans Kjellberg is Professor of Marketing at the Stockholm School of Economics, Sweden.

Johan Hagberg is Associate Professor of Marketing at the University of Gothenburg, Sweden.

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Routledge
Año de publicación
2018
Idioma
Inglés
ISBN 10 
0367109506
ISBN 13 
9780367109509
Encuadernación
Tapa blanda
Número de edición
1
Número de páginas
260
Editor
Mason Katy
Contacto del fabricante
Taylor and Francis, GPSR Taylor and Francis
gpsr@taylorandfrancis.com

Taylor & Francis Verlag GmbH, Kaufingerstraße 24
München
80331
Alemania

Otras ediciones populares con el mismo título

9781138237261: Marketing Performativity: Theories, practices and devices (Key Issues in Marketing Management)

Edición Destacada

ISBN 10:  1138237264 ISBN 13:  9781138237261
Editorial: Routledge, 2017
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