The Call for Papers for this special issue asked authors to step back and look at the fundamental processes at work in the globalization of the “very idea of marketing.” This is itself a version of a powerful Western doctrine, the totalizing cultural narrative of objectivity and transcendence, of orderings and distances: various avenues suggest themselves. The following commentary seeks to contribute to this project by considering the insertion of this discourse of vantage points and perspective into the narrow cultural consciousness of marketing through exploring one trail: the role of the research community in the production of the research subject.
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