Reframing critical marketing
نویسنده
چکیده
In response to the guest editors’ call for the expansion of disciplinary space within marketing and consumer research, in this paper I offer an alternative conceptualisation of critical marketing knowledge. Rather than asking what is (or isn’t) critical marketing, instead I ask what is marketing knowledge for, critical or otherwise, and for whom? I use these questions to develop a framework through which to identify different regimes of marketing thought and illustrate their co-dependence using two luminaries from the UK marketing academy. My (rather idealistic) hope is that if the marketing discipline is to mature this interdependence should be recognised, understood and then celebrated.
منابع مشابه
From the Commercial to the Communal: Reframing Taboo Trade-offs in Religious and Pharmaceutical Marketing
From the Commercial to the Communal: Reframing Taboo Trade-offs in Religious and Pharmaceutical Marketing Author(s): A. Peter McGraw, Janet A. Schwartz, and Philip E. Tetlock Reviewed work(s): Source: Journal of Consumer Research, Vol. 39, No. 1 (June 2012), pp. 157-173 Published by: The University of Chicago Press Stable URL: http://www.jstor.org/stable/10.1086/662070 . Accessed: 22/05/2012 20:59
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