ABSTRACT
This book makes two important assumptions. The fi rst is that the problematization of marketing management, originating from SMM quarters, has spurred the production of marketing knowledge and practices which facilitate the customer orientation of employee subjectivity rather than the production of knowledge and practices facilitating the customer orientation of products. The second assumption maintains that this problematization reproduces marketing as a managerial, positivistic, and customeristic discipline: a discipline that defl ects attention from critically studying the role of marketing and SMM practices in organizations. As an effect of the problem inherent in the second assumption, this book aims to contribute toward marketing in three ways. Firstly, it aims to contribute toward an understanding of how SMM practices facilitate the customer orientation of employees-particularly FLEs-and their customer interaction. Secondly, it aims to contribute toward generating knowledge of the role of marketing in organizations more broadly. Thirdly, the book aims to contribute toward developing an alternative identity for academic marketing research.
