Critical Marketing

ISBN-13: 9781138441194 / Angielski / Twarda / 2017

Pauline Maclaran

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 text is designed to raise awareness of the critical, ethical, social and methodological issues facing contemporary marketing.

Spis treści

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;

O autorze

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