Marketing
A Critical Textbook
- Nick Ellis - Durham University, UK
- James Fitchett - University of Leicester, UK
- Matthew Higgins - University of Leicester, UK
- Gavin Jack - Monash University, Australia
- Ming Lim - University of Leicester, UK
- Michael Saren - University of Birmingham, UK, University of Leicester, UK
- Mark Tadajewski - York University, UK, Durham University, UK
Using examples and case studies to illustrate and discuss major alternative and critical perspectives on the subject, it enables students to constructively question the conventional assumptions, concepts and models with which they are already familiar.
- Each chapter in this book presents the alternative(s) approaches to the topic step by step
- Real world case studies and examples
- Fully supported with chapter pedagogy
- Features a Companion Website, including Instructor's Manual
An interesting book, though fairly 'heavy' for the UG student cohort that it would target.
A different approach and well received by students as recommended reading.
Stimulated lots of useful tutorial discussions. Will keep on reading list
This whole text helps students recognise marketing conventions and think more critically about marketing theory and practice - very important since many of them will go onto become practitioners themselves.
This text book looks at marketing from a different angle which is refreshing. However, the books are required for a first year course and I think it would be better to have a more traditional approach. However, I will include the book as additional reading.
Although the cover is inviting the text and greyness of print inside the book does make it a little drab and uninviting!
A useful reference book that supports key themes.
An accessible reader which informs and deepens students' interest in critical marketing studies.
the level of the book is too high for the expected three year students
Interesting theoretical discussion !
Excellent text
A refreshingly critical perspective on a discipline that typically takes itself far too seriously
