publication . Article . 2014

Practitioner accounts and knowledge production: an analysis of three marketing discourses

Ardley, Barry Charles; Quinn, Lee;
Open Access English
  • Published: 01 Mar 2014
  • Publisher: Sage
Abstract
Responding to repeated calls for marketing academicians to connect with marketing actors, we offer an empirically-sourced discourse analysis of the ways in which managers portray their practices. Focusing on the micro-discourses and narratives that marketing actors draw upon to represent their work we argue that dominant representations of marketing knowledge production present a number of critical concerns for marketing theory and marketing education. We also evidence that the often promoted idea of a need to close the gap between theory - as a dominant discourse - and practice, as a way of doing marketing, is problematic to pursue. We suggest that a more fruit...
Subjects
free text keywords: N500 Marketing
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