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
- 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.
Chapter 1 Critical Marketing: A Limit Attitude 1Mark Tadajewski and Douglas Brownlie
Chapter 2 Rethinking the Development of Marketing 29Mark Tadajewski and Douglas Brownlie
Chapter 3 Prejudice V. Marketing? An Examination of some Historical Sources 33Donald F. Dixon
Chapter 4 Early Development of the Philosophy of Marketing Thought 45D.G. Brian Jones and David D. Monieson
Chapter 5 Consumer Sovereignty, Democracy, and the Marketing Concept: A Macromarketing Perspective 67Donald F. Dixon
Chapter 6 Critical Reflections on Consumer Research 85Mark Tadajewski and Douglas Brownlie
Chapter 7 Remembering Motivation Research: Toward an Alternative Genealogy of Interpretive Consumer Research 91Mark Tadajewski
Chapter 8 Evolution, Biology and Consumer Research: What Darwin Knew that We ve Forgotten 131Elizabeth C. Hirschman
Chapter 9 Ethnopsychology: A Return to Reason in Consumer Behaviour 157John O′Shaughnessy
Chapter 10 Marketing and Society 183Mark Tadajewski and Douglas Brownlie
Chapter 11 Marketing, the Consumer Society and Hedonism 187John O′Shaughnessy and Nicholas Jackson O Shaughnessy
Chapter 12 Antiglobal Challenges to Marketing in Developing Countries: Exploring the Ideological Divide 211Terrence H. Witkowski
Chapter 13 On Negotiating the Market? 245Mark Tadajewski and Douglas Brownlie
Chapter 14 Sustainable Marketing 253Ynte 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 271Susan Dobscha and Julie L. Ozanne
Chapter 16 Past Postmodernism? 301Mark Tadajewski and Douglas Brownlie
Chapter 17 Introspection as Critical Marketing Thought, Critical Marketing Thought as Introspection 311Stephen J. Gould
Chapter 18 The Function of Cultural Studies in Marketing: A New Administrative Science? 329Adam Arvidsson
Chapter 19 Thinking through Theory: Materialising the Oppositional Imagination 345Pauline Maclaran and Lorna Stevens
Chapter 20 Postcolonialism and Marketing 363Gavin Jack