A Critical Introduction
- Chris Hackley - Royal Holloway University of London, UK
Does the Marketing Concept Work? Are Consumer Behavior Models really effective? How Can Marketing Studies Respond to Criticisms?
This key text introduces the essentials of critical thinking within the field of marketing in easy to read and understandable terms. Integrating critical perspectives with the topics of the typical marketing curriculum Chris Hackley has produced an indispensable supporting text for upper level, undergraduate Marketing courses.
- Historical origins and influences in marketing
- Introduction to the concept of a Critical Theory
- Marketing 'orientation' and the marketing 'mix'
- Critique of marketing principles
- Marketing and strategy
- The role of research data
- Research ideology
- Marketing communications
Each chapter includes review questions, case studies reflecting issues in the chapters, along with supporting case questions and reflections, and vignettes that cover stimulating practical examples.
"I see this book as an important addition to the marketing literature. A weakness in critical approaches to marketing is that they are often not made easily accessible to undergraduate students. Chris Hackley has done a wonderful job in producing a rigorous text that remedies this situation and makes critical perspectives accessible to all."
Provides opportunities to achieve higher grades using a wide range of examples, theories and applications.
The book is great as a supplementary resource textbook for an introductory level Marketing course. The book itself is extremely helpful for those who teach marketing at Liberal Arts institutions or those who are interested in including social sciences and humanities topics in a professionally oriented marketing program. It may be adopted as a core text for the advanced course commencing in a subsequent academic year.
This text offers a wide range of critical perspectives on marketing theory and practice. It's also written in a highly-accessible style, and will be popular with both undergraduate and postgraduate students alike.
the level of the book is too high for the expected third year students.
This is an excellent book for students of marketing. It is for those thinking marketers who want to understand marketing and its place in contemporary society. Professor Hackley has constructed a much needed critical text, accessible to all who can read, making a unique contribution to the field. I would recommend that all thoughtful marketing students take time to read this book. The time taken will be repaid many times over. The book is insightful, contemporary and critical in a field that is often too accepting of the bland, the trivial and the trite. This book certainly is none of these. It is rather, rigorous, reflective and reflexive; characteristics that make it a must read text.
Considered as a supplementary text on our level 2 marketing unit.
But no longer responsible for this unit
This book is a accessible but also informative and comprehensive in its approach to understanding marketing from a critical and disciplinary perspective. We adopted this book as recommended text to introduce critical insights to students. I will recommend to colleagues and believe it will be useful to students.
This text I have recommended as one of the reading texts for the undergraduates. The text is easy to understand. The cases given in the text are also excellent cases for the class room discussions. The price of the text is also affordable for my students.