This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by Svensson, P. Search for Related Content Social Bookmarking                   What's this?

Producing marketing: towards a social-phenomenology of marketing work

Lund University, Sweden, peter.svensson{at}fek.lu.se

This article seeks to problematize and de-reify the phenomenon of marketing work by means of subjecting it to a social-phenomenological gaze. Drawing upon a discourse-analytical understanding of the productive nature of language, the interaction at a meeting between an advertising agency and a client is interpreted and discussed. This micro-event is moreover interpreted in relation to the particular socio-cultural milieu, here referred to as `the narrative archipelago', wherein marketing practitioners have to navigate. It is argued that a social conception of the phenomenon of `marketing work' is not only a prerequisite for carrying out marketing tasks; it is also one of the outcomes of marketing practice. In other words, marketing work is contingent upon as well as generative of the social and discursive accomplishment of a notion of `marketing work'.

Key Words: advertising work • discourse analysis • marketing production • marketing work • social-phenomenology

CiteULike    Connotea    Del.icio.us    Digg    Reddit    Technorati    What's this?