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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
December 2010 | 256 pages | SAGE Publications Ltd
With a focus on introducing the key concepts of critical and alternative marketing, this text brings the real-world challenges and considerations of marketing to students. Both productive and positive, the approach taken offers other ways of looking at, and solving, marketing 'problems'.
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
Introducing the History of Marketing Theory and Practice
Marketing 'Science' and the Paradigm Debates
What's the Story? Analyzing Marketing Discourse
Interrogating the Ideological Function of Marketing
The Management of Marketing
Taking a Different Look at Business-to-Business Marketing
Consumer Surveillance and Marketing Research
Consumer Rights and Resistance
Consumer Society and the Production of Identity
Marketing and the Sign
Interesting theoretical discussion !
Dept of International Business, Turku Polytechnic
January 26, 2011
