chapter  1
8 Pages


Academic marketing discourse can be approached from two basic perspectives. On the one hand, marketing can be perceived as focusing on issues of consumption and thus as preoccupied with understanding consumer choices on the market and how organizations might gain knowledge about and affect these choices. On the other hand, marketing can be perceived as a managerial discourse focused on prescribing a certain management of organizations that is ‘marketing orientated’. Even though we acknowledge that managerialism and consumerism co-exist and are to some extent intertwined with each other in marketing discourse, it remains possible to make a distinction between them and to focus upon one of these two issues (Hunt 1976).