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 is because most conventional marketing thinking takes a broadly managerial perspective without reflecting on the wider societal implications of the effects of marketing activities.
In response this important new book is the first text designed to raise awareness of the critical, ethical, social and methodological issues facing contemporary marketing. Uniquely it provides:
· The latest knowledge based on a series of major seminars in the field
· The insights of a leading team of international contributors with an interdisciplinary perspective
. A clear map of the domain of critical marketing
· A rigorous analysis of the implications for future thinking and research.
For faculty and upper level students and practitioners in Marketing, and those in the related areas of cultural studies and media Critical Marketing will be a major addition to the literature and the development of the subject.
Chapter 1 Defining the Field of Critical Marketing
Gang of Six
SECTION 1: BEING A CRITICAL MARKETER: REFLECTIONS FROM THE FIELD
Chapter 2 Critical Research in Marketing: An Armchair Report.
Linda L. Scott, University of Oxford
Chapter 3 Critical Marketing: Insights for Informed Research and Teaching
Jonathan E. Schroeder, University of Exeter
Chapter 4 Rethinking Critical Marketing
Alan Bradshaw, University of Exeter & A. Fuat Firat, University of Texas Pan-American
Chapter 5 Concerning Marketing Critterati: Beyond Nuance, Estrangement and Elitism
Douglas Brownlie, University of Stirling & Paul Hewer, University of Strathclyde
Chapter 6 Local Accounts: Authoring the Critical Marketing Thesis
Dr Shona Bettany, University of Bradford
SECTION 2: CRITICAL DEBATES: QUESTIONING UNDERLYING ASSUMPTIONS
Chapter 7 Beyond Marketing Panaceas: In Praise of Societing
Bernard Cova (Euromed Marseilles & Bocconi Milan),
Olivier Badot (ESCP-EAP Paris) & Ampelio Bucci,
Chapter 8 Customer-Driven or Driving the Customer? Exploitation versus Exploration
Gilles Marion, E M Lyon
Chapter 9 Advertising Literacy Revisited
Brian Young, University of Exeter
Chapter 10 Which half?: Accounting for Ideology in Advertising Liz Mcfall, The Open University
Chapter 11 Can Consumers Escape the Market?
Eric J. Arnould, University of Arizona
SECTION 3: EFFECTING CHANGE THROUGH CRITIQUE: SOCIAL & ENVIRONMENTAL ISSUES
Chapter 12 The Critical Role of Social Marketing
Ross Gordon, Gerard Hastings, and Laura McDermott
Institute for Social Marketing, Stirling & The Open University, & Pierre Siquier, Ligaris Advertising Agency
Chapter 13 Making Sense of Consumer Disadvantage
Kathy Hamilton, University of Strathclyde
Chapter 14 Sustainable Marketing : Marketing Re-thought, Re-mixed and Re-tooled
Ken Peattie, Unversity of Cardiff
Chapter 15 Journeying Beyond Marketing’s Collective Consciousness
Ingrid Kaiser, University of Strathclyde
Chapter 16 Relevance of Critique: Can and Should Critical Marketing Influence Practice and Policy?