Commentary: Towards a post‐structuralist marketing pedagogy – or from irony to despair (a two‐by‐two matrix approach)

Abstract

I’m sorry, I’d really like to oblige but I cannot subject my precious paper to the brutal textual reductionism that is abstractisation. Aren’t abstracts most interesting for all they don’t say? Isn’t an abstract merely a textual device of indexicality, shouting and pointing “here is a paper” just like the disingenuous “last petrol before motorway” signs one learns never to believe because they really meant “last petrol before motorway” (not counting the other six petrol stations after this one). All you need to know, fellow marketing academics, is that you simply must read this commentary because, hey, you’re in it.

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