On the Public Understanding of 'Market-ing': battles for vision, legitimacy and form

Citation

Brownlie D (2011) On the Public Understanding of 'Market-ing': battles for vision, legitimacy and form. In: Patterson A & Oakes S (eds.) Proceedings of the Academy of Marketing Conference 2011: Marketing Field Forever. Academy of Marketing Conference 2011: Marketing Field Forever, University of Liverpool Management School, Liverpool, 05.07.2011-07.07.2011. Liverpool: Academy of Marketing. http://www.academyofmarketing.org/conference-2011/documentation.html

Abstract
The paper argues we need to re-imagine the broader horizons of marketing in the light of significant changes, not only to the evolving institutional context and conduct of governance, but also to the place of marketing among the collective consciousness of citizens, consumers, workers - those autonomous partners in the expanding ‘contractualism' which will underpin the newly emerging market-based service delivery enterprises of a privatising state.