Marketization and Foucault

Aras Özgün, Nikhilesh Dholakia and Deniz Atik

Global Business Review, 2017, vol. 18, issue 3_suppl, S191-S202

Abstract: In the business disciplines such as marketing, when the occasional critical perspectives explore the concept of marketization, it is usually in the spirit of exploring a form of ‘excess’: too much commodification and overreach of marketing methods. This article takes the concept of ‘marketization’ into deeper theoretical territory, exploring in detail how the ideas of the influential social theorist Michel Foucault have shaped the contemporary concepts and realities of neoliberalism and marketization. The article also makes connections to marketing theory and practices, and indicates how these could evolve to keep marketization corralled and part of a large and varied mix of consumption practices.

Keywords: Marketization; neoliberalism; Foucault; marketing theory (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:18:y:2017:i:3_suppl:p:s191-s202

DOI: 10.1177/0972150917693335

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