Marketing Discourse: A Critical Perspective

An important contribution to the growing literature on critical marketing, this book helps readers to connect the previously disconnected intellectual approaches to marketing. The authors provide a critical reading of marketing discourse ? from its first formulations in the beginning of the twentieth century, via its maturity in the marketing management era, to its present formulation in the service management literature. Using original analysis, this provocative (re-)writing of the history of marketing, is an invaluable tool for those researching, teaching and studying in the areas of marketing theory, history of marketing and marketing and culture.

Marjus Fellesson is a Senior Lecturer in Marketing and Organization Studies at the Service Research Center, Karlstad University, Sweden.