Bücher von Per (Stanford University Skalen

Offers a critical survey of important contributions to managerial marketing discourse from the earliest twentieth century onwards, covering traditions of research such as scientific selling, marketing management and service marketing and drawing from Michel Foucault's understanding of power and Ernesto Laclau and Chantal Mouffe's Discourse Theory.

Based on a conceptual analysis of marketing texts and a case study of a service firm that utilizes innovative approaches to managing organizations, this book presents a critical examination of marketing as a managerial practice.