Critical Marketing

ISBN-13: 9780750680660 / Angielski / Miękka / 2007 / 256 str.

Michael Saren; Pauline Maclaran; Richard Elliott

Opis

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."

Spis treści

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

O autorze

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