Marketing Performativity Theories, Practices and devices

• Other Authors: Mason, Katy (Editor), Kjellberg, Hans (Editor), Hagberg, Johan (Editor)
• Format: Manuscript Book
• Language: English
• Published: New York Routledge Taylor & Francis Group 2017
• Edition: Document : English : First edition
• Series: Key Issues in Marketing Management
• Subjects: Marketing research; Export marketing; Product management
• Online Access: Click Here to View Status and Holdings.

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 wha...

Table of Contents:

• Introduction - Exploring the performativity of marketing: theories, practices and devices Katy Mason, Hans Kjellberg and Johan Hagberg1. Epistemologies in the wild: local knowledge and the notion of performativity Johan Nilsson and Claes-Fredrik Helgesson2. `Is there a gap in the market, and is there a market in the gap?' How advertising planning performs markets Erik S. Jacobi, James Freund and Luis Araujo3. Performing market segmentation: a performative perspective Peet Venter, Alex Wright and Sally Dibb4. Brand transformation: a performative approach to brand regeneration Andrea Lucarelli and Anette Hallin5. The dividualised consumer: sketching the new mask of the consumer Robert Cluley and Stephen D. Brown6. Myriam's `adverteasing': on the performative power of marketing promises Franck Cochoy7. Exploring the brand's world-as-assemblage: the brand as a market shaping device Winfred Ikiring Onyas and Annmarie Ryan8. The performativity of sustainability: making a conduit a marketing device John Finch, Conor Horan and Emma Reid9. `Elephants can't gallop': performativity, knowledge and power in the market for lay-investing Philip Roscoe10. Construction of silence on issues of sustainability through branding in the fashion market Cecilia Soler, Julia Baeza and Camilla Svard