Critical Marketing: Issues in Contemporary Marketing

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 cri tically 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 marketingAnti–globalisation challenges to marketingEcofeminismPost colonialism and marketing practiceThe 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.

Spis treści:
Acknowledgements
1.Critical Marketing: A Limit Attitude,Mark Tadajewski and Douglas Brownlie
2.Rethinking the Development of Marketing, Mark Tadajewski and Douglas Brownlie
3.Prejudice Versus Marketing: An Examination of Some Historical Sources, Donald F. Dixon
4.Early Development of the Philosophy of Marketing Thought, D.G. Brian Jones and D.D. Monieson
5.Consumer Sovereignty, Democracy, and the Marketing Concept: A Macromarketing Perspective, Donald F. Dixon
6.Critical Reflections on Consumer Research, Mark Tadajewski and Douglas Brownlie
7.Remembering Motivation Research: Toward an Alternative Genealogy of Interpretive Consumer Research, Mark Tadajewski
8.Evolution, Biology and Consumer Research: What Darwin Knew that We′ve Forgotten, Elizabeth Hirschman
9.Ethnopsychology: A Return to Reason in Consumer Behaviour, John O′Shaughnessy
10.Marketing and Society, Mark Tadajewski and Douglas Brownlie
11.Marketing, the Consumer Society and Hedonism, John O′Shaughnessy and Nicholas J. O′Shaughnessy
12.Antigloba l Challenges to Marketing in Developing Countries: Exploring the Ideological Divide, Terrence H. Witkowski
13.On Negotiating the Market, Mark Tadajewski and Douglas Brownlie
14.Sustainable Marketing, Ynte K. van Dam and Paul A.C. Apeldoorn
15.An Ecofeminist Analysis of Environmentally Sensitive Women Using Qualitative Methodology: The Emancipatory Potential of an Ecological Life, Susan Dobscha and Julie L. Ozanne
16. Past Postmodernism? Mark Tadajewski and Douglas Brownlie
17.Introspection as Critical Marketing Thought, Critical Marketing Thought as Introspection, Stephen J. Gould
18.The Function of Cultural Studies in Marketing: A New Administrative Science? Adam Arvidsson
19.Thinking Through Theory: Materialising the Oppositional Imagination, Pauline Maclaran and Lorna Stevens
20.Postcolonialism and Marketing, Gavin Jack
Index


Okładka tylna:
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 analyt ical 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 marketingAnti–globalisation challenges to marketingEcofeminismPost colonialism and marketing practiceThe 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.