Marketing Performativity: Theories, Practices and Devices

ISBN-13: 9780367109509 / Angielski / Miękka / 2018 / 250 str.

Katy Mason; Hans Kjellberg; Johan Hagberg

Opis

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?’ or how does marketing theories shape action, who uses marketing theories in practice and to what effect? The collection generates a more nuanced understanding of how marketing theories are picked up by practitioners, transformed through practice as well as transforming the practices of those that encounter and work with them. This book was originally published as a special issue of the Journal of Marketing Management.

Spis treści

Introduction – Exploring the performativity of marketing: theories, practices and devices  1. Epistemologies in the wild: local knowledge and the notion of performativity  2. ‘Is there a gap in the market, and is there a market in the gap?’ How advertising planning performs markets  3. Performing market segmentation: a performative perspective  4. Brand transformation: a performative approach to brand regeneration  5. The dividualised consumer: sketching the new mask of the consumer  6. Myriam’s ‘adverteasing’: on the performative power of marketing promises  7. Exploring the brand’s world-as-assemblage: the brand as a market shaping device  8. The performativity of sustainability: making a conduit a marketing device  9. ‘Elephants can’t gallop’: performativity, knowledge and power in the market for lay-investing  10. Construction of silence on issues of sustainability through branding in the fashion market