See finish! Scunnered!! A vernacular critique of hierarchies of knowledge in marketing

Our paper presents a critique of how totalising consumer voice predominates, as does globalised marketing knowledge. We argue that it is time to release ideas from the marginalised, unhinged and peripheral. feature fictional dialogue between two characters using vernacular language: ?m? Naija, Pidgin-speaking Yorùbá woman Nigeria, Rab, Glasgow Patter-speaking man Scotland. The conversation traverses important areas regarding hierarchies knowledge in marketing: (1) decolonisation (2) marginalisation vernacular. draw upon ancient contemporary thinkers, writers cultural icons substantiate their critiques. analysis foregrounds serve academic imperialism, an untranslatability life ignore terroir everyday existences.