Critical Marketing de Pauline Maclaran

Critical Marketing

Pauline Maclaran

en Limba Engleză Paperback – 31 mai 2007

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.

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Cuprins

Part 1 Being a Critical Marketer: Reflections from the Field; Chapter 1 Critical Research in Marketing: An Armchair Report, Linda M. Scott; Chapter 2 Critical Marketing: Insights for Informed Research and Teaching, Jonathan E. Schroeder; Chapter 3 Rethinking Critical Marketing, Alan Bradshaw, A. Fuat Firat; Chapter 4 Concerning Marketing Critterati: Beyond Nuance, Estrangement and Elitism, Douglas Brownlie, Paul Hewer; Chapter 5 Local Accounts: Authoring the Critical Marketing Thesis, Shona Bettany; Part 2 Critical Debates: Questioning Underlying Assumptions; Chapter 6 Beyond Marketing Panaceas: In Praise of Societingolivier Badot, Ampelio Bucci and Bernard Cova; Chapter 7 Customer-Driven or Driving the Customer? Exploitation versus Explorationgilles Marion, Gilles Marion; Chapter 8 Advertising Literacy Revisited: Fat Children and Other Things, Brian M. Young; Chapter 9 ‘which Half?’ Accounting for Ideology in Advertisingliz Mcfall, Liz McFall; Chapter 10 Can Consumers Escape the Market?, Eric J. Arnould; Part 3 Effecting Change Through Critique:Social and Environmental Issues; Chapter 11 The Critical Role of Social Marketing, Ross Gordon, Gerard Hastings, Laura McDermott, Pierre Siquier; Chapter 12 Making Sense of Consumer Disadvantage, Kathy Hamilton; Chapter 13 Sustainable Marketing: Marketing Re-Thought, Re-Mixed and Re-Tooled, Ken Peattie; Chapter 14 Journeying beyond Marketing’s Collective Consciousness, Ingrid Kajzer Mitchell; Chapter 15 Relevance of Critique: Can and Should Critical Marketing Influence Practice and Policy?, Robin Wensley;

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