Introduction ? Exploring the performativity of marketing: theories, practices and devices 1. Epistemologies in the wild: local knowledge and the notion of performativity
2. ‘Is there a gap in the market, and is there a market in the gap?’ How advertising planning performs markets 3. Performing market segmentation: a performative perspective 4. Brand transformation: a performative approach to brand regeneration 5. The dividualised consumer: sketching the new mask of the consumer 6. Myriam’s ‘adverteasing’: on the performative power of marketing promises 7. Exploring the brand’s world-as-assemblage: the brand as a market shaping device 8. The performativity of sustainability: making a conduit a marketing device 9. ‘Elephants can’t gallop’: performativity, knowledge and power in the market for lay-investing 10. Construction of silence on issues of sustainability through branding in the fashion market