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The governmentality of marketing discourse

Author

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  • Skålén, Per
  • Fellesson, Markus
  • Fougère, Martin

Abstract

This paper provides a reading of mainstream academic marketing discourse based upon Foucault's concept of governmentality. Three periods of marketing thought are identified, described and analyzed--'early marketing thought' (c. 1900-1960), 'marketing management' (c. 1950-1985) and 'service management' (c. 1975-present). For these three periods, respectively, our focus is on analyzing what marketing seeks to govern, how marketing governs, and who we become when governed by marketing. It is argued that customer orientation has become the dominant governmental discursive practice in marketing--it has embedded marketing discourse more and more deeply over time. By exposing the governmental rationality of marketing, this paper provides a basis for resisting and deconstructing marketing discourse.

Suggested Citation

  • Skålén, Per & Fellesson, Markus & Fougère, Martin, 2006. "The governmentality of marketing discourse," Scandinavian Journal of Management, Elsevier, vol. 22(4), pages 275-291, December.
    • Handle: RePEc:eee:scaman:v:22:y:2006:i:4:p:275-291
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    Cited by:

    1. Frandsen, Sanne, 2017. "The silver bullet of branding: Fantasies and practices of organizational identity work in organizational identity change process," Scandinavian Journal of Management, Elsevier, vol. 33(4), pages 222-234.
    2. Shaw, Michael & Nowicki, Andrew, 2018. "Incommensurability and paradigm crossing: Folding the EGs back into the omelet or blood in the water?," Australasian marketing journal, Elsevier, vol. 26(4), pages 297-302.
    3. Tukiainen, Sampo, 2015. "Sensemaking of managing cultural differences in a Finnish-Polish project," Scandinavian Journal of Management, Elsevier, vol. 31(1), pages 69-83.
    4. Shaw, Michael & Nowicki, Andrew, 2018. "Zebra crossings," Australasian marketing journal, Elsevier, vol. 26(4), pages 310-314.
    5. Ana-Irina Nicolau & Adina Musetescu & Oana Mionel, 2014. "Stages in the Evolution of Marketing as a Discipline," Knowledge Horizons - Economics, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 6(2), pages 166-169, June.

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