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Article: Buffering organizational identity in the marketing culture.
- Article from:
- Organization Studies
- Article date:
- September 22, 1995
- Author:
CopyrightCOPYRIGHT 1995 Sage Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Introduction
The Marketing Culture
The marketing culture is a culture saturated with images and signs (Baudrillard 1981, 1988; Perniola 1980) carefully devised and organized to assert, consolidate and maintain particular identities. As the image-creating institution par excellence (e.g. Ewen 1976, 1988), marketing plays a crucial, albeit paradoxical, role in this planned articulation of identity led by contemporary organizations. Through marketing techniques of positioning and image creation organizations of today constantly attempt to influence and shape impressions of their corporate body among their various constituencies (Berg 1989; Cheney 1992). While ...