... marketplace; and this case is often expressed in a seductive rhetoric which utilizes maxims and metaphors drawn from the ideological resource of the marketing concept. The authors believe that the current penchant for couching change initiatives in the language of marketing exposes some of the limitations...

...Richard Whittington; Richard Whipp Argues that the widespread weakness of marketing implementation stems from the marketing discipline′s neglect of ideology in the organizational change process. By contrast with accountancy, marketing has failed to appreciate and develop its own “professional...