Marketing Performativity

Marketing Performativity: Theories, practices and devices addresses concerns about the theory-practice gap so often discussed by marketing scholars, and indeed reframes this ‘gap’ by asking ‘how is marketing theory performative?’ or how does marketing theories shape action, who uses marketing theories in practice and to what effect? The collection generates a more nuanced understanding of how marketing theories are picked up by practitioners, transformed through practice as well as transforming the practices of those that encounter and work with them. This book was originally published as a special issue of the Journal of Marketing Management.