Practitioner Accounts and Knowledge Production: An Analysis of Three Marketing Discourses

Barry Ardley, Lee Quinn

Research output: Contribution to journalArticle

13 Citations (Scopus)

Abstract

Responding to repeated calls for marketing academicians to connect with marketing actors, we offer a 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. 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.
Original languageEnglish
Pages (from-to)97-118
Number of pages22
JournalMarketing Theory
Volume14
Issue number1
Early online date20 Nov 2013
DOIs
Publication statusPublished - 1 Mar 2014

Keywords

  • conflict
  • discourse
  • legitimacy
  • market management
  • micro discourse
  • tacit knowledge

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