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Critical Marketing. Issues in Contemporary Marketing

  • ID: 2325748
  • Book
  • 414 Pages
  • John Wiley and Sons Ltd
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This intellectual bulldozer of a book attacks the all too prevalent mindset that views marketing as essentially a managerial function best studied from a logical positivist perspective. In its place the editors champion a far broader view of marketing s complex role in today s world, a view that only tools and insights from historical analysis and critical thought, in all its many forms, can provide. Students and graduates of marketing programs that all too often provide an unduly and unjustifiably restricted view of what s intellectually good, true, and beautiful should find this book a truly  mind blowing learning experience.

Stanley J. Shapiro, Professor of Marketing (Emeritus), Simon Fraser University

Critical Marketing: Issues in Contemporary Marketing is an urgently needed and field–leading contribution to this growing area. Key authors offer detailed, scholarly and historically framed perspectives on the many dimensions and traditions of critical scholarship in marketing. The Editors provide authoritative analytical comment in a text which not only sums up the field but advances it. This book is essential reading for the serious Marketing scholar.

Professor Chris Hackley, Royal Holloway University of London.

Marketing is central to our everyday lives. As an academic subject its popularity has been steadily growing for the last thirty years. In this space of time, it has become increasingly fashionable to gesture to the uncritical, managerialist focus of the discipline. By contrast, this book makes the case that marketing has actually been critical in the sense of a Frankfurt School version of unmasking critique for most of its history. The key concern underwriting this collection is to rethink the way that we understand the development of marketing theory and practice, as it took place in the past and the directions that we would like it to move in the future. The contents critically interrogate the history of marketing and consumer research, highlighting the elision of productive avenues for research and practice in relation to the biological basis for consumer behaviour and the forgotten dimensions of the cognitive revolution. It also includes chapters which explicitly connect marketing activities to the society in which they take place.

The topics examined include:

- Sustainable marketing
- Anti–globalisation challenges to marketing
- Ecofeminism
- Post colonialism and marketing practice
- The interconnection of cultural studies and Consumer research

This book will be essential reading for students and scholars in marketing, consumer research, cultural studies, sociology and psychology.
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Acknowledgements xi

Chapter 1 Critical Marketing: A Limit Attitude 1
Mark Tadajewski and Douglas Brownlie

Chapter 2 Rethinking the Development of Marketing 29
Mark Tadajewski and Douglas Brownlie

Chapter 3 Prejudice V. Marketing? An Examination of some Historical Sources 33
Donald F. Dixon

Chapter 4 Early Development of the Philosophy of Marketing Thought 45
D.G. Brian Jones and David D. Monieson

Chapter 5 Consumer Sovereignty, Democracy, and the Marketing Concept: A Macromarketing Perspective 67
Donald F. Dixon

Chapter 6 Critical Reflections on Consumer Research 85
Mark Tadajewski and Douglas Brownlie

Chapter 7 Remembering Motivation Research: Toward an Alternative Genealogy of Interpretive Consumer Research 91
Mark Tadajewski

Chapter 8 Evolution, Biology and Consumer Research: What Darwin Knew that We ve Forgotten 131
Elizabeth C. Hirschman

Chapter 9 Ethnopsychology: A Return to Reason in Consumer Behaviour 157
John O′Shaughnessy

Chapter 10 Marketing and Society 183
Mark Tadajewski and Douglas Brownlie

Chapter 11 Marketing, the Consumer Society and Hedonism 187
John O′Shaughnessy and Nicholas Jackson O Shaughnessy

Chapter 12 Antiglobal Challenges to Marketing in Developing Countries: Exploring the Ideological Divide 211
Terrence H. Witkowski

Chapter 13 On Negotiating the Market? 245
Mark Tadajewski and Douglas Brownlie

Chapter 14 Sustainable Marketing 253
Ynte K. van Dam and Paul A.C. Apeldoorn

Chapter 15 An Ecofeminist Analysis of Environmentally Sensitive Women Using Qualitative Methodology: The Emancipatory Potential of an Ecological Life 271
Susan Dobscha and Julie L. Ozanne

Chapter 16 Past Postmodernism? 301
Mark Tadajewski and Douglas Brownlie

Chapter 17 Introspection as Critical Marketing Thought, Critical Marketing Thought as Introspection 311
Stephen J. Gould

Chapter 18 The Function of Cultural Studies in Marketing: A New Administrative Science? 329
Adam Arvidsson

Chapter 19 Thinking through Theory: Materialising the Oppositional Imagination 345
Pauline Maclaran and Lorna Stevens

Chapter 20 Postcolonialism and Marketing 363
Gavin Jack

Index 385

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Mark Tadajewski
Douglas Brownlie
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