280 Pages
    by Routledge

    280 Pages
    by Routledge

    Marketing is still widely perceived as simply the creator of wants and needs through selling and advertising and marketing theory has been criticized for not taking a more critical approach to the subject. This is because most conventional marketing thinking takes a broadly managerial perspective without reflecting on the wider societal implications of the effects of marketing activities.

    In response this important new book is the first text designed to raise awareness of the critical, ethical, social and methodological issues facing contemporary marketing. Uniquely it provides:

    · The latest knowledge based on a series of major seminars in the field

    · The insights of a leading team of international contributors with an interdisciplinary perspective

    . A clear map of the domain of critical marketing

    · A rigorous analysis of the implications for future thinking and research.

    For faculty and upper level students and practitioners in Marketing, and those in the related areas of cultural studies and media Critical Marketing will be a major addition to the literature and the development of the subject.

    Chapter 1 Defining the Field of Critical Marketing
    Gang of Six

    SECTION 1: BEING A CRITICAL MARKETER: REFLECTIONS FROM THE FIELD


    Chapter 2 Critical Research in Marketing: An Armchair Report.
    Linda L. Scott, University of Oxford

    Chapter 3 Critical Marketing: Insights for Informed Research and Teaching
    Jonathan E. Schroeder, University of Exeter

    Chapter 4 Rethinking Critical Marketing
    Alan Bradshaw, University of Exeter & A. Fuat Firat, University of Texas Pan-American

    Chapter 5 Concerning Marketing Critterati: Beyond Nuance, Estrangement and Elitism
    Douglas Brownlie, University of Stirling & Paul Hewer, University of Strathclyde

    Chapter 6 Local Accounts: Authoring the Critical Marketing Thesis
    Dr Shona Bettany, University of Bradford


    SECTION 2: CRITICAL DEBATES: QUESTIONING UNDERLYING ASSUMPTIONS

    Chapter 7 Beyond Marketing Panaceas: In Praise of Societing
    Bernard Cova (Euromed Marseilles & Bocconi Milan),
    Olivier Badot (ESCP-EAP Paris) & Ampelio Bucci,
    MIES

    Chapter 8 Customer-Driven or Driving the Customer? Exploitation versus Exploration
    Gilles Marion, E M Lyon

    Chapter 9 Advertising Literacy Revisited
    Brian Young, University of Exeter

    Chapter 10 Which half?: Accounting for Ideology in Advertising Liz Mcfall, The Open University

    Chapter 11 Can Consumers Escape the Market?
    Eric J. Arnould, University of Arizona


    SECTION 3: EFFECTING CHANGE THROUGH CRITIQUE: SOCIAL & ENVIRONMENTAL ISSUES

    Chapter 12 The Critical Role of Social Marketing
    Ross Gordon, Gerard Hastings, and Laura McDermott
    Institute for Social Marketing, Stirling & The Open University, & Pierre Siquier, Ligaris Advertising Agency

    Chapter 13 Making Sense of Consumer Disadvantage
    Kathy Hamilton, University of Strathclyde

    Chapter 14 Sustainable Marketing : Marketing Re-thought, Re-mixed and Re-tooled
    Ken Peattie, Unversity of Cardiff

    Chapter 15 Journeying Beyond Marketing’s Collective Consciousness
    Ingrid Kaiser, University of Strathclyde

    Chapter 16 Relevance of Critique: Can and Should Critical Marketing Influence Practice and Policy?
    Robin Wensley

    Biography

    Michael Saren, Pauline Maclaran, Christina Goulding, Richard Elliott, Avi Shankar, Miriam Catterall