1st Edition

Expanding Disciplinary Space: On the Potential of Critical Marketing

Edited By Douglas Brownlie, Paul Hewer, Mark Tadajewski Copyright 2013

    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.

    1. Thinking 'Communities of Academic Practice': on space, enterprise and governance in marketing academia Douglas Brownlie, University of Stirling, UK, Paul Hewer, Strathclyde University, UK, and Mark Tadajewski, Durham University, UK

    2. Parallel universes and disciplinary space: the bifurcation of managerialism and social science in marketing studies Chris Hackley, Royal Holloway College, UK

    3. Working the limits of method: the possibilities of critical reflexive practice in marketing and consumer research Shona Bettany, University of Hull, UK, and Helen Woodruffe-Burton, University of Northumbria, UK

    4. Reframing critical marketing Avi Shankar, University of Bath, UK

    5. Hidden consumers in marketing – the neglect of consumers with scarce resources in affluent societies Karin M. Ekström, University of Boras, Sweden, and Torbjörn Hjort, Lund University, Sweden

    6. Praxis or performance: does critical marketing have a gender blind-spot? Pauline Maclaran, Royal Holloway College, UK, Caroline Miller, Elizabeth Parsons and Emma Surman, University of Keele, UK

    7. Veblen and Darwin: tracing the intellectual roots of evolutionism in consumer research Georgios Patsiaouras and James A. Fitchett, University of Leicester, UK

    8. Critical brand poetics: "from The M at the End of the Earth" Roel Wijland, University of Otago, USA, and Cliff Fell, Nelson Marlborough Institute of Technology, New Zealand

    9. Towards a critical political marketing agenda? Mona Moufahim, Nottingham University, UK, and Ming Lim, University of Leicester, UK

    10. How far can we push sceptical reflexivity? An analysis of marketing ethics and the certification of poverty Daniel Neyland, Lancaster University, UK, and Elena Simakova, University of Exeter, UK

    11. Service marketing and subjectivity: the shaping of customer-oriented employees Per Skålén, Karlstad University, Sweden

    12. Disciplining the discipline: understanding postcolonial epistemic ideology in marketing Rohit Varman, University of Reading, UK, and Biswatosh Saha, University of Calcutta, India

    13. Marketing theory: Breaking the siege of incrementalism Nikhilesh Dholakia, University of Rhode Island, USA

    14. Beyond critical marketing A. Fuat Fırat, University of Texas-Pan American, USA

    15. The critical participant Jeff B. Murray, University of Arkansas, UK and Julie L. Ozanne, University of VirginiaTech, UK

    16. Modes of engagement for critical marketing: oppositional, revivalist and therapeutic Michael Saren, University of Leicester, UK

    17. Figuring knowledge and desire in critical marketing: Lacan's four discourses John Desmond, University of St. Andrews, UK

    18. And the beat goes on! Critical marketing for community development Lisa Peñaloza, EDHEC Business School, USA


    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.