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...
Marketing Performativity: Theories, practices and devices addresses concerns about the theory-practice gap so often discussed by marketing...
Contemporary consumer society is increasingly saturated by digital technology and digital communication. The devices which deliver this has made significant transformations in consumption patterns. Social media, mobile internet, smartphones, mobile apps, virtual fashion and digital retailing are merging with traditional consumption. As a result, we see this whole sphere is itself supported by the new market of digital devices. These "market devices" are significant in that they are not only consumed but are also increasingly used by consumers to consume.
This volume will explore...
Contemporary consumer society is increasingly saturated by digital technology and digital communication. The devices which deliver this has made si...
