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

Ardley, Barry Charles and Quinn , Lee (2014) Practitioner accounts and knowledge production: an analysis of three marketing discourses. Marketing Theory, 14 (1). pp. 97-118. ISSN 1470-5931

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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 fruitful agenda resides in the development of a range of polyphonic and creative micro-discourses of management, promoting context, difference and individual meaning in marketing knowledge production.

Keywords:Discourse;, Micro-Discourse;, Marketing Management, Legitimacy, Tacit Knowledge, Conflict, oapop, NotOAChecked
Subjects:N Business and Administrative studies > N500 Marketing
Divisions:Lincoln International Business School
ID Code:13369
Deposited On:18 Feb 2014 17:31

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