This paper critically appraises the rhetoric of marketing management texts. Its interpretive frame is informed respectively by critical management and discourse analytic theoretical traditions. Its main data set is drawn from popular textbooks written for taught university courses but it also...

The system for the design, production, and dissemination of marketing scholarship aimed at contributing to marketing practice is under increasing strain due to pressures exerted by globalization, digitization, and environmentalism. Scholarly research in marketing adheres largely to a...