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首页> 外文期刊>Journal of macromarketing >Extension in the Subjectifying Power of Marketing Ideology in Organizations: A Foucauldian Analysis of Academic Marketing
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Extension in the Subjectifying Power of Marketing Ideology in Organizations: A Foucauldian Analysis of Academic Marketing

机译：组织中市场营销意识形态的主体化能力扩展：对学术市场营销的一次民俗分析

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摘要

In this article, we analyze the managerialistic ideology of marketing theory by focusing on "customerism"-the customer-oriented managerialism that characterizes marketing. As an ideology, customerism has made it possible for marketing to discursively compete with different management fields in directing the management of organizational members. We base our notion of managerialism in Foucauldian works on power and make a distinction between three forms of power/managerialism: sovereign, disciplinary, and pastoral. Our analysis displays how the forms of power underpinning the customeristic ideology inherent to marketing theory have changed over time, thereby contributing to the reproduction and extension of that ideology. In particular, we show how different articulations of marketing discourse have developed the managerialism of marketing in such a way that today (1) organizational members around the world are meant to be affected by it and (2) it is meant to affect these organizational members in a deeper way.
机译：在本文中，我们将重点放在“客户主义”（即表征营销的以客户为导向的管理主义）上来分析营销理论的管理思想。作为一种意识形态，客户主义使营销有可能在指导组织成员的管理中与不同的管理领域进行辩论性竞争。我们在富国主义的著作中以权力为基础的管理主义概念，对三种形式的权力/管理主义进行了区分：主权，纪律和牧区。我们的分析表明，营销理论固有的支持客户意识形态的力量形式是如何随着时间变化的，从而有助于该意识形态的再现和扩展。特别是，我们展示了营销话语的不同表达方式如何发展了营销管理主义，这种方式使得今天（1）全世界的组织成员都将受到它的影响，并且（2）它将影响这些组织成员。以更深的方式。

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