 Managing Marketing — In ContextChris Hackley Chapter Chapter 7 in Marketing in Context, 2013, pp 167-194 from Palgrave Macmillan Abstract: Abstract So far, I’ve tried to focus mainly on the ways in which a contextual approach brings out the detail and conditionality of particular marketing initiatives. I’ve tried to account for the different levels of context that operate in interaction, the cultural, social, and individual. In keeping with the style of books about marketing, I’ve made claims here and there about how this approach is new and improved, and altogether better than the old, tired, sad, “classic,” analogue, steam-powered, marketing management ways. Of course, marketing has proved remarkably robust as a discourse of markets, management, and consumption for the past 30 years. As I’ve noted many times in this book, marketing’s concepts and values have entered the popular lexicon of management and business, and beyond into public policy. This book isn’t the place for an extended critique of marketing theory,1 but it may be useful to try to draw out some distinctions between the ways of conceiving marketing that have proved so popular, and the contextual approach I’ve tried to set out here. Keywords: Business Study; Marketing Management; Marketing Practice; Contextual Approach; Print Newspaper (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-29711-2_7 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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