Advanced search

Found 1 swedish dissertation matching the above criteria.

2. 1. Rhetorical business : A study of marketing work in the spirit of contradiction

   Author : Tomas Nilsson; Institutionen för tjänstevetenskap; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; ethnography; consulting; professional services; knowledge-intensive services; sophists; argumentation; rhetoric; marketing work; marketing practice; Marketing; rhetorical analysis; Marketing; Marketing;

   Abstract : Marketing has traditionally been understood from the perspective of marketing management. This causes problems when we study marketing practices because the normative discourse of marketing management is not particularly useful for describing the day-to-day work of marketing practitioners. This calls for marketing research from new perspectives. READ MORE