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Using examples and case studies to illustrate and discuss major alternative and critical perspectives on the subject, it enables students to constructively question the conventional assumptions, concepts and models with which they are already familiar.

-Each chapter in this book...

This collection of articles deal with marketing history and the history of marketing thought, placing these subjects within a marketing management context. Despite the crucial role that historical research can play in expanding our understanding of marketing, studies of the history of marketing are thin on the ground. This volume aims to address this gap. Topics include the history of the Boston Consulting Group s growth-share matrix, branding, the emergence of marketing schools of thought, managerialism, the marketing concept, relationship marketing, scientific management and marketing,...

Expanding disciplinary Space: On the Potential of Critical Marketing provides an introduction to the major perspectives in critical marketing studies. It contains theoretical reflections on critical marketing whilst building on the key concepts and ideas, which are vital to the subject, through detailed empirical studies. An international collection of marketing experts discuss the eclectic character and potential of the critical turn within marketing theory and practice. Chapters explore topics such as marketing academia, consumer research, political marketing, marketing ethics,...