Constructing Marketing
Frontiers of the New Marketing ParadigmResearch-based books
Czarniawska-Joerges, B. (1997). Narrating the organization: Dramas of institutional identity. Chicago: University
of Chicago Press.
Narrative approach to studying organizational life – with an attitude. Certain issues of philosophy of science are opened up in a way that can be hard to find elsewhere.
Johnson, G., Langley, A., Melin, L., & Whittington, R. (2007). Strategy as Practice – Research Directions and Resources. Cambridge: Cambridge University Press.
Moisander, J. K., & Valtonen, A. (2006). Qualitative marketing research: A cultural approach. Sage Publications Ltd.
An excellent book for familiarizing oneself with a cultural approach to marketing research. Manageable for novices, valuable for also advanced students.
Lusch, R. F., & Vargo, S. L. (2006). The service-dominant logic of marketing: Dialog, debate, and directions. M.E.
Sharpe.
Scott, W. R. (2001). Institutions and organizations. Thousand Oaks, Calif.: Sage Publications.
Scott nicely sums up the main research streams of the institutional school, making this book a keeper.
Scott, W. R. (2002). Organizations: Rational, natural, and open systems. Upper Saddle River, N.J.: Prentice Hall.
This book showed me the world of institutional dynamics in and outside organizations. I highly recommend it for everyone with at least little background knowledge on the social aspects of organizations.
