Beyond ethnography: Towards writerly accounts of organizing in marketing

This paper is about marketing accounting. It is about reading marketing writing and writing marketing reading and what calls them into being. It is about our “ab‐outing” practices; those signifying practices by means of which we week to capture a piece of the world and show it off, wrapped in a suitable tale of discovery, in a cabinet in the museum of marketing knowledge. You may wonder why should we bother, since without those representation practices and textual conventions how could we be sure that the objects on display were real, not fakes; that our representations were true images of objects in the real world, not mere simulations of simulations? Do you find comfort in the view that marketing discourse organizes in such a way as to sustain the convention that objects in the marketing world “out there” are antecedent to our images of them? And does it discomfort you to recognize the ideas of Garfinkel (1967) being used to suggest that marketing accounts are constituent features of the settings we make observable? Whatever your answers, how textual organization persuades and makes real is a point worth considering. I think this is a timely project, as we warm to qualitative methods, especially ethnography, on the (mis)understanding that they can reveal truer, deeper, thicker insights into the real world. For it is not possible to avoid the problem of representation in this way, as Geertz (1973) reminds us in his invitation to reflexive ethnographic inquiry.