Marketing as auto‐communication

In contemporary culture, marketing has defined itself as the beneficial institution par excellence, concerned primarily with the needs of society and its members. Through elaborate systems of communication, the marketing institution claims to link organizations with markets and publics and, thus, to foster openness and sensitivity to different voices. Against this image, this paper demonstrates that although marketing‐oriented organizations are heavily engaged in external communication activities, they often communicate primarily with themselves. Marketing may, in other words, be described as a system of auto‐communication, that is, a set of self‐referential communication practices through which the organization recognizes and confirms its own images, values and assumptions; in short; its own culture.