Reflecting upon the Linguistic Limitations of Marketing Managerial Practice

Research output: Contribution to journalArticle

Abstract

From the outset, this paper draws literary inspiration from the published works of marketing scholars sensitive to the transparencies that subjective and personally introspective accounts can offer the marketing research endeavour (e.g. Holbrook 2005; Brown 1998; Patterson et al. 1998; Patterson et al. 2002; Patterson 2010; Reid and Brown 1996). Locating a theoretical basis for discussion on a lucidly sketched, and somewhat personally embarrassing, vignette, the paper attempts to synthesise the importance of researcher reflexivity within processes of sensemaking as well as to evidence the contribution that observation and non-linguistic forms of communication can provide for both academic marketing research and marketing management practice. The outcome offers a provision of empirical support for existing theories that are in danger of being hidden within a normative or positivistic model of marketing research activity. The paper empirically evidences the argument that visual phenomena offer the possibility of a managerial communication of meaning by providing narrative coherence to situations where written and spoken forms of communication will not suffice.
Original languageEnglish
Pages (from-to)243-251
Number of pages9
JournalJournal of Customer Behaviour
Volume9
Issue number3
DOIs
Publication statusPublished - 2010

Fingerprint

Marketing research
Managerial practices
Marketing
Communication
Research management
Marketing management
Reflexivity
Vignettes
Managerial communication
Management practices
Transparency
Sensemaking
Research activities

Keywords

  • FASHION RETAILING
  • MARKET SEGMENTATION;
  • MARKETING MANAGEMENT
  • “CHAVS”

Cite this

Reflecting upon the Linguistic Limitations of Marketing Managerial Practice. / Quinn, Lee.

In: Journal of Customer Behaviour, Vol. 9, No. 3, 2010, p. 243-251.

Research output: Contribution to journalArticle

@article{379a60bde1bf45bbbd4034f627b29560,
title = "Reflecting upon the Linguistic Limitations of Marketing Managerial Practice",
abstract = "From the outset, this paper draws literary inspiration from the published works of marketing scholars sensitive to the transparencies that subjective and personally introspective accounts can offer the marketing research endeavour (e.g. Holbrook 2005; Brown 1998; Patterson et al. 1998; Patterson et al. 2002; Patterson 2010; Reid and Brown 1996). Locating a theoretical basis for discussion on a lucidly sketched, and somewhat personally embarrassing, vignette, the paper attempts to synthesise the importance of researcher reflexivity within processes of sensemaking as well as to evidence the contribution that observation and non-linguistic forms of communication can provide for both academic marketing research and marketing management practice. The outcome offers a provision of empirical support for existing theories that are in danger of being hidden within a normative or positivistic model of marketing research activity. The paper empirically evidences the argument that visual phenomena offer the possibility of a managerial communication of meaning by providing narrative coherence to situations where written and spoken forms of communication will not suffice.",
keywords = "FASHION RETAILING, MARKET SEGMENTATION;, MARKETING MANAGEMENT, “CHAVS”",
author = "Lee Quinn",
year = "2010",
doi = "10.1362/147539210X533160",
language = "English",
volume = "9",
pages = "243--251",
journal = "Journal of Customer Behaviour",
number = "3",

}

TY - JOUR

T1 - Reflecting upon the Linguistic Limitations of Marketing Managerial Practice

AU - Quinn, Lee

PY - 2010

Y1 - 2010

N2 - From the outset, this paper draws literary inspiration from the published works of marketing scholars sensitive to the transparencies that subjective and personally introspective accounts can offer the marketing research endeavour (e.g. Holbrook 2005; Brown 1998; Patterson et al. 1998; Patterson et al. 2002; Patterson 2010; Reid and Brown 1996). Locating a theoretical basis for discussion on a lucidly sketched, and somewhat personally embarrassing, vignette, the paper attempts to synthesise the importance of researcher reflexivity within processes of sensemaking as well as to evidence the contribution that observation and non-linguistic forms of communication can provide for both academic marketing research and marketing management practice. The outcome offers a provision of empirical support for existing theories that are in danger of being hidden within a normative or positivistic model of marketing research activity. The paper empirically evidences the argument that visual phenomena offer the possibility of a managerial communication of meaning by providing narrative coherence to situations where written and spoken forms of communication will not suffice.

AB - From the outset, this paper draws literary inspiration from the published works of marketing scholars sensitive to the transparencies that subjective and personally introspective accounts can offer the marketing research endeavour (e.g. Holbrook 2005; Brown 1998; Patterson et al. 1998; Patterson et al. 2002; Patterson 2010; Reid and Brown 1996). Locating a theoretical basis for discussion on a lucidly sketched, and somewhat personally embarrassing, vignette, the paper attempts to synthesise the importance of researcher reflexivity within processes of sensemaking as well as to evidence the contribution that observation and non-linguistic forms of communication can provide for both academic marketing research and marketing management practice. The outcome offers a provision of empirical support for existing theories that are in danger of being hidden within a normative or positivistic model of marketing research activity. The paper empirically evidences the argument that visual phenomena offer the possibility of a managerial communication of meaning by providing narrative coherence to situations where written and spoken forms of communication will not suffice.

KW - FASHION RETAILING

KW - MARKET SEGMENTATION;

KW - MARKETING MANAGEMENT

KW - “CHAVS”

U2 - 10.1362/147539210X533160

DO - 10.1362/147539210X533160

M3 - Article

VL - 9

SP - 243

EP - 251

JO - Journal of Customer Behaviour

JF - Journal of Customer Behaviour

IS - 3

ER -