Douglas Brownlie & Michael Saren 
Rethinking Marketing [PDF ebook] 
Towards Critical Marketing Accountings

`This is an important text. It brings together critical reflections on the discipline′s contribution in terms of theory, practice and pedagogy and as such is equally as insightful and challenging as some of its recent predecessors (eg Brown et al 1996; Brown and Turley 1997; Brown 1998). The book represents a useful point of departure for those setting off on their own critical journeys and, thus, it should be included on the reading lists of all those carrying out masters or doctoral research in marketing′ –
Journal of Marketing Management

This book provides a challenging and stimulating coverage of a broad range of key issues in contemporary marketing – such as marketing philosophy, marketing ethics, the marketing profession, and marketing teaching and research – through an innovative dialogue among some of the most renowned international scholars in the field .

Tabella dei contenuti

Marketing Disequilibrium – Douglas Brownlie et al

On Redress and Restoration

PART ONE: MARKETING PHILOSOPHY

Postmodernism – Stephen Brown

The End of Marketing?

Commentary – Gibson Burrell

PART TWO: REDEFINING MARKETS

From Marketing to Societing – Bernard Cova

When the Link Is More Important than the Thing

Exchange, Institutions and Time – Luis Araujo

Commentary – Robin Wensley

PART THREE: REFRAMING CONSUMERS

Symbolic Meaning and Postmodern Consumer Culture – Richard Elliott

It′s a Matter of Time – David Knights and Pamela Odih

The Significance of the Women′s Market in Consumption

Commentary – Morris Holbrook

PART FOUR: MARKETING ETHICS

Morality and the Marketplace – Robert Grafton Small

An Everyday Story of Consumer Ethics

Theory, Ethical Critique and the Experience of Marketing – William P Hetrick and Hector R Lozada

Commentary – Peter Binns

Commentary – Stephen Fineman

PART FIVE: THE MARKETING PROFESSION

The Process of Inter-Professional Competition – P[um]aivi Eriksson

A Case of Expertise and Politics

On the Idolization of Markets and the Denigration of Marketers – Hugh Willmott

Some Critical Reflections on a Professional Paradox

Commentary – Michael Thomas

PART SIX: MARKETING PEDAGOGY

Research, Rhetoric and Reality – Sally Dibb and Philip Stern

Marketing′s Trifid

Research in Marketing – Gilles Laurent and Bernard Pras

Some Trends, Some Recommendations

Commentary – Gerry Zaltman

Circa l’autore

Richard Whittington teaches strategy at the Saïd Business School and New College, where he is Millman Fellow in Management