Marketing Marketing: The Professional Project as a Micro-Discursive Accomplishment

Abstract

This chapter provides an ethnographic account of the interaction between a professional marketing consulting firm and its client. The interaction is analysed as a ‘narrative archipelago’ or complex of discursive practices by which professionalism is constructed. In this case three narratives predominate: the narrative of instrumental reason, of neo-liberalism and consumer protection. The analysis demonstrates the microprocesses by which wider concepts of professionalism are recreated in daily interactions between professionals and clients.

Citation

Svensson, P. (2006), "Marketing Marketing: The Professional Project as a Micro-Discursive Accomplishment", Greenwood, R. and Suddaby, R. (Ed.) Professional Service Firms (Research in the Sociology of Organizations, Vol. 24), Emerald Group Publishing Limited, Leeds, pp. 337-368. https://doi.org/10.1016/S0733-558X(06)24013-8