Critical Marketing: Defining the field

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.



Readership
Primary market Final year UG marketing students, PG (MA/MSc) marketing students and MBA students taking modules in the following: Research methods; Dissertation development; Corporate social responsibility; Consumer behaviour; Stakeholder/ethics; Marketing theory; Macro marketing; Advertising/Marketing communications International content will make it appeal to students in the UK, Europe and the US.

Contents
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, MIES 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? Robin Wensley.


Author Information
By Michael Saren, Professor of Marketing at Leicester University; Pauline Maclaran, Professor, University of Keele; Christina Goulding, Professor, Warwick University; Richard Elliott, Professor, University of Warwick; Avi Shankar, Senior Lecturer in Marketing & Consumer Research, Exeter University, UK; and Miriam Caterall, Queens University, Belfast.