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Describing marketing practices using the social theory of practice
Dissertation (MBA)--University of Pretoria, 2010.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613474415181824 |
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| access_status_str | Open Access |
| author2 | Kleyn, Nicola |
| author_browse | Kleyn, Nicola |
| author_facet | Kleyn, Nicola |
| collection | Thesis |
| dc_rights_str_mv | © 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretori |
| description | Dissertation (MBA)--University of Pretoria, 2010. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/24691 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:36:43.511Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/24691 Describing marketing practices using the social theory of practice Kleyn, Nicola jade.maletsky@gmail.com Maletsky, Jade UCTD Social theoryof practice Marketing practices Dissertation (MBA)--University of Pretoria, 2010. The world of Marketing is a multifaceted broad discipline and over recent years it has fundamentally changed. Marketing is consistently evolving and many authors are calling for a new definition. A shift in thinking is necessary in order to identify new opportunities and re-examine the conventional models. The recent Contemporary Marketing Practice series of research has looked at describing Marketing practices within the marketing context. This programme analyses the multiple disciplines within marketing. It does not, however deconstruct or examine marketing practices. It merely examines the multiple marketing activities but does not consider practice theory. The social theory of practice provides an opportunity to examine Marketing using a ‘practice lens’. Accordingly, the purpose of this research is to investigate Marketing practices using the theory of social practice. This theory defines practices as understanding, procedures and engagement and these three components have been applied to the marketing context. This research uses case study methodology in a large financial services organisation to explore marketing practices in more detail. This provides a deeper understanding of these components within the marketing department. It was found that the social theory of practice provides a rich exploration into the field of marketing highlighting a new way to describe marketing. The practices etymology and terminology have been explored using the anatomy of practices as defined by the social theory of practice to ensure construct validity and a common platform for academics and practitioners. The report provides a framework that aims at describing and optimising marketing practices and concludes with recommendations and future research. Copyright Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T18:09:56Z 2011-05-20 2013-09-06T18:09:56Z 2011-05-15 2010 2011-05-15 Dissertation Maletsky, J 2010, Describing marketing practices using the social theory of practice, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/24691 > F11/228/ag http://hdl.handle.net/2263/24691 http://upetd.up.ac.za/thesis/available/etd-05152011-101533/ © 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretori application/pdf University of Pretoria |
| spellingShingle | UCTD Social theoryof practice Marketing practices Describing marketing practices using the social theory of practice |
| title | Describing marketing practices using the social theory of practice |
| title_full | Describing marketing practices using the social theory of practice |
| title_fullStr | Describing marketing practices using the social theory of practice |
| title_full_unstemmed | Describing marketing practices using the social theory of practice |
| title_short | Describing marketing practices using the social theory of practice |
| title_sort | describing marketing practices using the social theory of practice |
| topic | UCTD Social theoryof practice Marketing practices |
| url | http://hdl.handle.net/2263/24691 http://upetd.up.ac.za/thesis/available/etd-05152011-101533/ |