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
Excellent background reading for advanced level students in marketing to gain thorough grounding in marketing theory
An excellent and accessible overview of the key topics in marketing management and market research, from a critical perspective. Clear, well-written and engaging.
I'm recommending this as supplemental reading for the new second year in marketing course to begin October 2014
Here this has been linked to the incorrect course, this will be used as recommended reading in my 'Current Issues' module.
There are very few textbooks which take a critical approach to marketing, most simply present standard threories, albeit in slightly different ways. Such a book was long overdue - it complements general text books very well, and reduces the effort of collating more critical, analytical material from journals.
A great and necessary book, useful for students without lacking in theoretical depth. This will be for quite a while a standard book for every marketing discussion that dares to go beyond Kotler.
Excellent textbook, though a bit too abstract at times for MBA-level students.
Well-structured, readable, and comprehensive treatment; useful learning activities; glossary an important addition.
A very current marketing textbook with relevant case studies and useful insights.
A very interesting and needed assessement of marketing
A very insightful text that provides an excellent critical framework for evaluating marketing practice. High level for undergraduate, though for more advanced students, it is certainly a text that will 'make them think'.
