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TITLE: UNARTICULATED EXPERTISE: TACIT KNOWLEDGE PRODUCTION AND THE MARKETING MANAGER Introduction: Tacit knowledge, theory and marketing practice
| Content Provider | Semantic Scholar |
|---|---|
| Copyright Year | 2015 |
| Abstract | It is taken for granted that marketing management practice is informed by the myriad of standard textbook expertise that exists on the topic. Brown (1998; 1999) highlights that textbooks represent the very essence of the discipline, a point also made by Gummesson (1993; 2002a). Textbooks indicate that in organisations, all levels of marketers will cogitate and act within a standardised framework. If we think of textbook marketing, what comes to mind are commonly recognised concepts revolving around strategic planning processes that stipulate a particular way of managing. Representing marketing in this fashion suggests that firms are either unambiguously adopting these textbook frameworks or are on their way to doing so. In this paper, we will argue that there another practice language of marketing that is used extensively by marketers, but is little recognised in the mainstream marketing management textbook and indeed, in much academic research. With some exceptions, including Hackley (1999); 2000); Kaptan (2013); Arnett and Wittmann (2014); Pereira et al (2012); Patterson et al (2012); Ardley and Quinn (2014), the tacit dimension of marketing is largely ignored. In contrast, in other applied areas of management, literature exists that discusses the tacit, examples include Hindmarsh and Pilnick (2002); Leonard and Sensiper (1998); Leonard and Insch (2005); Mole (2007); Duiguid (2005). |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://eprints.lincoln.ac.uk/17832/3/17832%20ICCMI%202015.TKFV.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
