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

Barry Ardley, Lee Quinn

    Research output: Contribution to journalArticlepeer-review

    15 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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