the roots and uses of marketing knowledge

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terry smith the roots and uses of marketing knowledge terry smith the roots and uses of marketing knowledge a critical inquiry into the theory and practice of marketing isbn 978-3-11-063114-2 e-isbn (pdf) 978-3-11-063170-8 e-isbn (epub) 978-3-11-063189-0 library of congress control number: 2019946033 bibliographic information published by the deutsche nationalbibliothek the deutsche nationalbibliothek lists this publication in the deutsche nationalbibliografie; detailed bibliographic data are available on the internet at http://dnb.dnb.de. © 2020 walter de gruyter gmbh, berlin/boston coverimage: elizabeth foster/istock / getty images plus typesetting: integra software services pvt. ltd. printing and binding: cpi books gmbh, leck www.degruyter.com http://dnb.dnb.de http://www.degruyter.com for carol, natalie and chris. “of the many marketing constituencies, the dominant discourse may be with the academy, but the hegemony is gravitating towards recognition of contextual marketing meaning. the long-established paradigm which shapes the planning and teaching of marketing is under threat from both an academic point of view and …

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ting has given me a unique perspective as both observer and partici- pant. to all those who allowed me into their personal experiences as quoted within the pages of this text, i owe a huge debt. the “roots” of this work were seeded as far back as 1980s industry but were given a formal focus under the auspices of the doctoral programme funded by the university of chester. my gratitude is extended to those friends and colleagues who provided academic challenge and stimulation. in particular, professor ruth ashford offered continual professional and personal support in so many ways which i’ll never forget. i’m grateful for de gruyter for giving me the chance to reach a wider audience, steve hardman for encouragement as well as representing my case, and maximilian gessl in expertly preparing the manuscript. https://doi.org/10.1515/9783110631708-202 https://doi.org/10.1515/9783110631708-202 contents acknowledgements vii macrostructure of this book xv part 1: foundations of knowledge …

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oots 50 3.6 tacit knowledge and practice analysis 53 3.7 intellectual perspectives of marketing practice 56 3.8 theoretical marketing knowledge roots 59 3.9 creating theoretical marketing knowledge 63 3.10 the need for theory in marketing and of marketing 64 3.11 the practical purpose of marketing theory 69 3.12 chapter review 70 4 methodological approaches to inquiry into marketing knowledge 71 4.1 outline of chapter 71 4.2 introduction 71 4.3 problem orientation 72 4.4 research aims 72 4.5 brief plan of inquiry 73 4.6 selection of research participants 73 4.7 research design and methodological approaches 75 4.7.1 the appropriateness of inductive qualitative research in marketing inquiry 79 4.7.2 the difficulties with subjective interpretation 80 4.7.3 the iterative nature of qualitative research 82 4.7.4 interdependence of ontology, epistemology, methodology and method 82 4.7.5 induction and abduction in grounded research 86 4.7.6 hermeneutical research orientation 88 4.8 outline of data capture methods 89 …

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it is taught 153 8.1 outline of chapter 153 8.2 introduction 153 8.3 the marketisation of education 153 8.4 the student as consumer of knowledge 154 8.5 business school fitness for purpose 154 8.6 the empirical evidence of pedagogical marketing constituencies 156 8.6.1 in-depth interview: higher education lecturer (hel1) 157 8.6.2 in-depth interview: higher education lecturer (hel2) 157 8.6.3 in-depth interview: further education lecturer (fel1) 158 8.6.4 in-depth interview: influential text book author (itba1) 159 8.6.5 in-depth interview: lecturer marketing education providers (lmep1) 160 8.6.6 online interview: pg student (pgs1) 161 8.6.7 focus group: under-graduate (ug) students (ugs1-6) 162 8.6.8 note on coding procedures and summary of data themes 163 8.7 chapter review 163 9 a new marketing knowledge process model 164 9.1 outline of chapter 164 9.2 introduction 164 9.3 proposed marketing knowledge process model 165 9.3.1 progenitors of the marketing knowledge process model 165 9.3.2 basic logic of …

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terry smith the roots and uses of marketing knowledge terry smith the roots and uses of marketing knowledge a critical inquiry into the theory and practice of marketing isbn 978-3-11-063114-2 e-isbn (pdf) 978-3-11-063170-8 e-isbn (epub) 978-3-11-063189-0 library of congress control number: 2019946033 bibliographic information published by the deutsche nationalbibliothek the deutsche nationalbibliothek lists this publication in the deutsche nationalbibliografie; detailed bibliographic data are available on the internet at http://dnb.dnb.de. © 2020 walter de gruyter gmbh, berlin/boston coverimage: elizabeth foster/istock / getty images plus typesetting: integra software services pvt. ltd. printing and binding: cpi books gmbh, leck www.degruyter.com http://dnb.dnb.de http://www.degruyter.com ...

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