Marketing performativity : Theories, practices and devices / edited by Katy Mason, Hans Kjellberg, and Johan Hagberg

Includes bibliographical references and index

Epistemologies in the wild: local knowledge and the notion of performativity / Claes-Fredrik Helgesson -- Is there a gap in the market, and is there a market in the gap?' How advertising planning performs markets / Lids Araujo -- Performing market segmentation: a performative perspective / Sally Dibb -- Brand transformation: a performative approach to brand regeneration / Anette Hallin -- The dividualised consumer: sketching the new mask of the consumer / Stephen D. Brown -- Myriam's àdverteasing': on the performative power of marketing promises / Franck Cochoy -- Exploring the brand's world-as-assemblage: the brand as a market shaping device / Annmarie Ryan -- The performativity of sustainability: making a conduit a marketing device / Emma Reid -- Èlephants can't gallop': performativity, knowledge and power in the market for lay-investing / Philip Roscoe -- Construction of silence on issues of sustainability through branding in the fashion market / Celcila Solér

The individual contributions in this book look at how marketing theories are used in practice and what this means for our understanding of the practicing-theorising landscape of marketing. The book begins by considering what performativity is and how this concept is used in the marketing literature. It then considers three themes concerning the performativity of marketing that emerge from the contributions, before presenting ten empirical studies that ask how, why, and to what effect marketing theories are used and 'performed' in marketing practice. The book also summarises the implications of three themes and sketches research areas for further developing our understanding of the performativity of marketing