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, postcolonial epistemic ideology in marketing, marketing theory, and marketing for community development. The text is essential reading for all those interested in contemporary developments in marketing theory and practice irrespective of the discipline from which they originate.
This book was originally published as a special issue of the Journal of Marketing Management.
Table of Contents
1. Thinking 'Communities of Academic Practice': on space, enterprise and governance in marketing academia Douglas Brownlie Paul Hewer and Mark Tadajewski 2. Parallel universes and disciplinary space: the bifurcation of managerialism and social science in marketing studies Chris Hackley 3. Working the limits of method: the possibilities of critical reflexive practice in marketing and consumer research Shona Bettany and Helen Woodruffe-Burton 4. Reframing critical marketing Avi Shankar 5. Hidden consumers in marketing – the neglect of consumers with scarce resources in affluent societies Karin M. Ekström and Torbjörn Hjort 6. Praxis or performance: does critical marketing have a gender blind-spot? Pauline Maclaran, Caroline Miller, Elizabeth Parsons and Emma Surman 7. Veblen and Darwin: tracing the intellectual roots of evolutionism in consumer research Georgios Patsiaouras and James A. Fitchett 8. Critical brand poetics: "from The M at the End of the Earth" Roel Wijland and Cliff Fell 9. Towards a critical political marketing agenda? Mona Moufahim and Ming Lim 10. How far can we push sceptical reflexivity? An analysis of marketing ethics and the certification of poverty Daniel Neyland and Elena Simakova 11. Service marketing and subjectivity: the shaping of customer-oriented employees Per Skålén 12. Disciplining the discipline: understanding postcolonial epistemic ideology in marketing Rohit Varman and Biswatosh Saha 13. Marketing theory: Breaking the siege of incrementalism Nikhilesh Dholakia 14. Beyond critical marketing A. Fuat Fırat 15. The critical participant Jeff B. Murray and Julie L. Ozanne 16. Modes of engagement for critical marketing: oppositional, revivalist and therapeutic Michael Saren 17. Figuring knowledge and desire in critical marketing: Lacan's four discourses John Desmond 18. And the beat goes on! Critical marketing for community development Lisa Peñaloza
Douglas Brownlie is Professor of Marketing in the School of Management at the University of Stirling, UK.
Paul Hewer is Senior Lecturer in Marketing at Strathclyde University, UK. He is the co-editor of the Journal of Marketing Management.
Mark Tadajewski is Professor of Marketing at Durham University, UK. He is the co-editor of the Journal of Marketing Management.