Critical Marketing
1. Auflage
Erschienen am 25. Juni 2012
288 Seiten
978-1-136-41292-9 (ISBN)
Beschreibung
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.
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.
Weitere Details
Sprache
Englisch
Verlagsort
London
Großbritannien
Verlagsgruppe
Taylor & Francis Ltd
Zielgruppe
Für höhere Schule und Studium
Dateigröße
2,10 MB
ISBN-13
978-1-136-41292-9 (9781136412929)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Weitere Ausgaben
Personen
Michael Saren, Pauline Maclaran, Christina Goulding, Richard Elliott, Avi Shankar, Miriam Catterall
Inhalt
Part 1 Being a Critical Marketer: Reflections from the Field; Chapter 1 Critical Research in Marketing: An Armchair Report, Linda M. Scott; Chapter 2 Critical Marketing: Insights for Informed Research and Teaching, Jonathan E. Schroeder; Chapter 3 Rethinking Critical Marketing, Alan Bradshaw, A. Fuat Firat; Chapter 4 Concerning Marketing Critterati: Beyond Nuance, Estrangement and Elitism, Douglas Brownlie, Paul Hewer; Chapter 5 Local Accounts: Authoring the Critical Marketing Thesis, Shona Bettany; Part 2 Critical Debates: Questioning Underlying Assumptions; Chapter 6 Beyond Marketing Panaceas: In Praise of Societingolivier Badot, Ampelio Bucci and Bernard Cova; Chapter 7 Customer-Driven or Driving the Customer? Exploitation versus Explorationgilles Marion, Gilles Marion; Chapter 8 Advertising Literacy Revisited: Fat Children and Other Things, Brian M. Young; Chapter 9 'which Half?' Accounting for Ideology in Advertisingliz Mcfall, Liz McFall; Chapter 10 Can Consumers Escape the Market?, Eric J. Arnould; Part 3 Effecting Change Through Critique:Social and Environmental Issues; Chapter 11 The Critical Role of Social Marketing, Ross Gordon, Gerard Hastings, Laura McDermott, Pierre Siquier; Chapter 12 Making Sense of Consumer Disadvantage, Kathy Hamilton; Chapter 13 Sustainable Marketing: Marketing Re-Thought, Re-Mixed and Re-Tooled, Ken Peattie; Chapter 14 Journeying beyond Marketing's Collective Consciousness, Ingrid Kajzer Mitchell; Chapter 15 Relevance of Critique: Can and Should Critical Marketing Influence Practice and Policy?, Robin Wensley;
