ABSTRACT
In this chapter, we discuss the changes in marketing discourse after the establishment of the marketing concept and its related managerial techniques during the marketing management era. During the last decades of the twentieth century, the marketing knowledge base expanded rapidly, and marketing developed into a complex totality of power/knowledge. Within this totality, we will focus on the governmentalization of marketing and the subject positions fostered by it. We will argue that the main problematization of the managerialism of marketing during this period, that offered by service marketing, is based on pastoral power. In service marketing, managerial marketing is thus turned into a form of governmentality.
