`I see this book as an important addition to the marketing literature. A weakness in critical approaches to marketing is that they are often not made easily accessible to undergraduate students. Chris Hackley has done a wonderful job in producing a rigorous text that remedies this situation and makes critical perspectives accessible to all′ –
Professor Rob Lawson, University of Otago
Does marketing really work for organizations, managers and citizens? How can marketing management be studied and practised critically?
This key text introduces the essentials of critical thinking within the field of marketing in easy to read and understandable terms. Integrating critical perspectives with the topics of the typical marketing curriculum, Chris Hackley has produced an indispensable supporting text for upper level, undergraduate and postgraduate Marketing courses. A wide range of issues are covered including:
– Historical origins and influences in marketing
– Introduction to the concepts of Critical Theory
– Marketing ‘orientation’ and the marketing ‘mix’
– Critique of marketing principles
– Marketing and strategy
– The role of research in marketing
– Marketing and managerial ideology
– Marketing ethics
Each chapter includes Chapter Review questions, Case studies reflecting issues in the chapters, along with supporting case questions and reflections, as well as stimulating practical examples.
Mục lục
Marketing Studies
The Critical Standpoint
Origins and Institutions of Marketing Studies
Marketing Studies and Managerial Ideology
The Marketing Mix and the Challenge of Cultural Branding
The Strategy Discourse and Marketing Studies
Research, Theory and Resistance in Marketing Studies
The `Real World′ of Marketing as Literary Construction
Consumer Rationality, Critical Theory and Ethics
Three Issues for a Critical Marketing Study
Giới thiệu về tác giả
Chris Hackley has been Professor of Marketing at Royal Holloway, University of London, since 2004, when he was appointed as the university’s first Chair in Marketing. His Ph D from the Department of Marketing at Strathclyde University, Scotland, focused on the creative development process in top advertising agencies. He teaches, researches, writes and consults on topics in advertising, marketing, and consumer cultural policy.
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