Marketer behaviour: a case for making this socially real

Woodall, T. ORCID: 0000-0002-8949-5577 and Hiller, A. ORCID: 0000-0001-8793-0013, 2022. Marketer behaviour: a case for making this socially real. Journal of Marketing Management. ISSN 0267-257X

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Abstract

This article argues that the marketing canon, as presently configured, has failed to confer social reality to the acts of its key protagonists - marketers. As an adjunct to both collective and contextually diverse perspectives on marketing, more emphasis on marketer agency is suggested, this in the context of nominally focused anthropological enquiry. It is further argued the status afforded consumer behaviour be similarly conferred for marketer behaviour, this latter under-represented within marketing research. Drawing on ontological nominalism, speech act theory and Searle’s social constructionism, this article addresses implications for intersubjective meaning within our community and offers provisional thoughts for how this might be structured and improved. It ends with a call to action for both the rehabilitation and expansion of purposeful marketer behaviour study.

Item Type:	Journal article
Publication Title:	Journal of Marketing Management
Creators:	Woodall, T. and Hiller, A.
Publisher:	Taylor & Francis (Routledge)
Date:	17 January 2022
ISSN:	0267-257X
Identifiers:	Number Type 10.1080/0267257X.2021.2019088 DOI 1508419 Other
Divisions:	Schools > Nottingham Business School
Record created by:	Linda Sullivan
Date Added:	18 Jan 2022 14:56
Last Modified:	18 Jan 2022 14:56
URI:	https://irep.ntu.ac.uk/id/eprint/45348

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