chapter  6
35 Pages

Consolidating the power/knowledge of managerial marketing

In the previous chapter we demonstrated that managerial articulations of marketing discourse were gradually gaining momentum from the early 1910s to the late 1940s. This is thought-provoking since the common view in mainstream marketing is that this early period of marketing thought was descriptive and anti-managerial (see e.g. Vargo and Lusch 2004; Webster 1992). Our analysis also revealed that the descriptive and alleged anti-managerial articulations of marketing discourse in fact could be analysed as forms of disciplinary power. Furthermore, based on an analysis of the discourse of scientific selling we argued that marketing discourse was changing from being founded in sovereign power to being based in power/knowledge, disciplinary power in particular. However, by drawing on discourse theory we argued that marketing thought was not yet articulated around a clear nodal point. Rather we claimed that several articulations were competing for hegemony, including some more managerial articulations.