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Managing Marketing — In Context

In: Marketing in Context

Author

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  • Chris Hackley

Abstract

So far, I’ve tried to focus mainly on the ways in which a contextual approach brings out the detail and conditionality of particular marketing initiatives. I’ve tried to account for the different levels of context that operate in interaction, the cultural, social, and individual. In keeping with the style of books about marketing, I’ve made claims here and there about how this approach is new and improved, and altogether better than the old, tired, sad, “classic,” analogue, steam-powered, marketing management ways. Of course, marketing has proved remarkably robust as a discourse of markets, management, and consumption for the past 30 years. As I’ve noted many times in this book, marketing’s concepts and values have entered the popular lexicon of management and business, and beyond into public policy. This book isn’t the place for an extended critique of marketing theory,1 but it may be useful to try to draw out some distinctions between the ways of conceiving marketing that have proved so popular, and the contextual approach I’ve tried to set out here.

Suggested Citation

  • Chris Hackley, 2013. "Managing Marketing — In Context," Palgrave Macmillan Books, in: Marketing in Context, chapter 0, pages 167-194, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-29711-2_7
    DOI: 10.1057/9781137297112_7
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