Abstract

MAS, Fernando Francisco. The Reflexive Principle of Marketing: Critique of Competitive Governmentality. Temas debates (En línea) [online]. 2023, n.46, pp.141-166. ISSN 1853-984X.

This article seeks to understand, from a sociological point of view, what has been the central principle of reflection/rationalization of the academic discourse of marketing over the last decades, particularly since the eighties, and its connection with the paradigm of managerial strategy. This research objective has been set in the light of the study of 20th century neoliberalism and the Foucauldian perspective that asks about the government of people: how is the conduction of the conduct? In this case, we are interested in clarifying the historical conditions of possibility that allowed marketing to establish -in its discursive practices- a general reflexive principle that orients the subjects involved in the field of marketing and business, but which expands to the programming of everyday life. Thus, we propose to think of marketing as a governmental technology that has been rationalized from the principle of strategic “competitiveness”.

Keywords : government; marketing; neoliberalism; competitiveness; strategy.

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