Drawing on a detailed reading of the work of Peppers and Rogers (1993, 1997, 2004, 2005) this paper argues that their work offers an extensive and popular problematization of traditional mass marketing. In that work they articulate a new basis, or mentality, of marketing, collaborative marketing, and the significance of this new mentality lies in its re-framing of the role and identity of the individual consumer within producer-consumer relationships. Using Foucault’s concept of governmentality the paper explores the nature of this transformation and the central role reflexivity plays within it. We argue that in re-defining the nature of marketing and the identity and role of the consumer, collaborative marketing and the practices of CRM form new relays of power linking producer and consumer and conclude by discussing the broader implications of such a change.
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