Written by a team of renowned experts in the field, Marketing: A Critical Textbook provides a unique introduction and overview of critical approaches to marketing.
Ideally suited to advanced students of marketing, the book uses examples and ′real world′ case studies to illustrate and discuss major alternative and critical perspectives on the subject, enabling students to constructively question the conventional assumptions, concepts and models with which they are already familiar.
— Explains and debates key concepts in a clear, readable and concise manner.
— Provides practical and innovative demonstrations of abstract and difficult concepts through classroom exercises and individual and group activities.
— Includes a glossary of critical marketing terms.
— Additional material on the companion website, including a full Instructor′s Manual and free access to full-text journal articles for students.
Содержание
Introducing the History of Marketing Theory and Practice
Marketing ′Science′ and the Paradigm Debates
What′s the Story? Analyzing Marketing Discourse
Interrogating the Ideological Function of Marketing
The Management of Marketing
Taking a Different Look at Business-to-Business Marketing
Consumer Surveillance and Marketing Research
Consumer Rights and Resistance
Consumer Society and the Production of Identity
Marketing and the Sign
Globalization and Ethics
Об авторе
I have previously taught at the Universities of Leicester, Essex and Strathclyde and my research interests are fairly eclectic. I continue to engage in research related to the history of marketing, with a specific focus on the influence of the Cold War on marketing and advertising theory. An on-going stream of research deals with racism and eugenics in marketing theory, thought and practice. Suffice to say, these are just a sample of what is presently occupying my attention.
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