Critical Marketing: Issues in Contemporary Marketing - Couverture rigide

9780470512005: Critical Marketing: Issues in Contemporary Marketing

Couverture rigide

ISBN 10 : 0470512008 ISBN 13 : 9780470512005

Editeur : John Wiley & Sons Inc, 2008

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Focusing on a new and developing field, this text provides an overview of the development of marketing thought and the emergence of critical marketing. It covers a range of topics important to a critical marketing or contemporary issues in marketing course, including a number of topics (e.g. postcolonialism and marketing) previously not examined in detail in marketing.

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Quatri�me de couverture

This intellectual bulldozer of a book attacks the all too prevalentmindset that views marketing as essentially a managerial functionbest studied from a logical positivist perspective. In its placethe editors champion a far broader view of marketing scomplex role in today s world, a view that only tools andinsights from historical analysis and critical thought, in all itsmany forms, can provide. Students and graduates of marketingprograms that all too often provide an unduly and unjustifiablyrestricted view of what s intellectually good, true, andbeautiful should find this book a truly mindblowing learning experience.

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

Critical Marketing: Issues in Contemporary Marketing is anurgently needed and field–leading contribution to this growingarea. Key authors offer detailed, scholarly and historically framedperspectives on the many dimensions and traditions of criticalscholarship in marketing. The Editors provide authoritativeanalytical comment in a text which not only sums up the field butadvances it. This book is essential reading for the seriousMarketing scholar.

Professor Chris Hackley, Royal Holloway University ofLondon.

Marketing is central to our everyday lives. As an academicsubject its popularity has been steadily growing for the lastthirty years. In this space of time, it has become increasinglyfashionable to gesture to the uncritical, managerialist focus ofthe discipline. By contrast, this book makes the case thatmarketing has actually been critical in the sense of a FrankfurtSchool version of unmasking critique for most of itshistory. The key concern underwriting this collection is to rethinkthe way that we understand the development of marketing theory andpractice, as it took place in the past and the directions that wewould like it to move in the future. The contents criticallyinterrogate the history of marketing and consumer research,highlighting the elision of productive avenues for research andpractice in relation to the biological basis for consumer behaviourand the forgotten dimensions of the cognitive revolution. It alsoincludes chapters which explicitly connect marketing activities tothe society in which they take place.

The topics examined include: