Abstract

http://ssrn.com/abstract=421831
 
 

References (115)



 
 

Citations (4)



 


 



'We Are All Customers Now ...' Rhetorical Strategy and Ideological Control in Marketing Management Texts


Chris Hackley


Aston University - Aston Business School


Journal of Management Studies, Vol. 40, pp. 1325-1352, July 2003

Abstract:     
This paper critically appraises the rhetoric of marketing management texts. Its interpretive frame is informed respectively by critical management and discourse analytic theoretical traditions. Its main data set is drawn from popular textbooks written for taught university courses but it also draws attention to similar rhetorical strategies in leading academic marketing journals. In addition, parallels are drawn with other popular management and consulting fields. In this way the paper attempts to mark out an initial topology of the ideological influence that is enabled and mobilized by marketing's rhetorical strategies. Marketing rhetoric often escapes critical attention precisely because it is platitudinous. Marketing management axioms have become slogans and the slogans have become cliches regularly employed in organizational, educational and political settings. But the prevalence of platitudinous rhetoric in management consulting schemes does not necessarily hinder their popularity or inhibit the deployment of their rhetorical/ideological strategies in other settings. Popular marketing management rhetoric is a special case because it positions itself not only as a prescriptive management-consulting framework but also as a legitimate academic field. It is in the latter guise that the success of managerial marketing's rhetorical/ideological strategies has proved most striking.

Number of Pages in PDF File: 28

Accepted Paper Series


Date posted: September 25, 2003  

Suggested Citation

Hackley, Chris, 'We Are All Customers Now ...' Rhetorical Strategy and Ideological Control in Marketing Management Texts. Journal of Management Studies, Vol. 40, pp. 1325-1352, July 2003. Available at SSRN: http://ssrn.com/abstract=421831

Contact Information

Chris Hackley (Contact Author)
Aston University - Aston Business School ( email )
Aston Triangle
Birmingham, B47ET
United Kingdom
+44 (0)121 359 3611 (Phone)
+44 (0)121 333 5774 (Fax)
Feedback to SSRN


Paper statistics
Abstract Views: 1,903
Downloads: 22
References:  115
Citations:  4

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo1 in 0.735 seconds