Drawing on a detailed reading of the work of Peppers and Rogers (1993, 1997,
2004, 2005), this paper argues that their work offers an emblematic
problematization of traditional mass marketing, which articulates a new
mentality of marketing — collaborative marketing. Collaborative
marketing, implemented through the practices of CRM, reframes the role and
identity of the individual consumer within producer—consumer
relationships, transforming them from sovereign chooser to active collaborator,
or as they are termed here, reflexive consumers. Using Foucault's concept of
governmentality the paper articulates the achievement of this transformation and
the central role of reflexivity in this transformation of the consumer. We
conclude that in redefining the nature of marketing, RM and CRM form new relays
of power linking producer and consumer and that these relays re-interpret the
antagonism between freedom and subjugation that lie at the heart of
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