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A Critical Textbook

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
Globalization and Ethics


A useful reference book that supports key themes.

Mrs Laura Castles
Management, Torfaen Training
May 29, 2015

Excellent textbook, though a bit too abstract at times for MBA-level students.

Dr Miriam Garvi
College of Management, National Taiwan University
April 29, 2015

Excellent text

Professor Daniel Valentine
Department Business Studies, Regent's University
April 15, 2015

The approach taken by the book is not exactly useful for an introductory course, but the text is very informative and might be extremely helpful at a graduate/MBA level.

Professor Ryan Eanes
Business Management Dept, Washington College
March 30, 2015

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'.

Mr David Cockayne
Dept of Transport and Logistics, Huddersfield University
September 29, 2014

I'm recommending this as supplemental reading for the new second year in marketing course to begin October 2014

Dr Andrew Whalley
School of Management, Royal Holloway, University of London
October 30, 2013

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.

Mrs Caroline Walsh
Faculty of Professional Studies, University of West London
October 21, 2013

An excellent and accessible overview of the key topics in marketing management and market research, from a critical perspective. Clear, well-written and engaging.

Dr Alon Lischinsky
History Department, Oxford Brookes University
October 16, 2013

A different approach and well received by students as recommended reading.
Stimulated lots of useful tutorial discussions. Will keep on reading list

Mr Graham Webb
Marketing , Park Lane College
December 14, 2012

A very current marketing textbook with relevant case studies and useful insights.

Dr Rosemary Burnley
Bedfordshire Business School, Bedfordshire University
November 12, 2012

Sample Materials & Chapters

Chapter One

Nick Ellis

James Fitchett

Matthew Higgins

Gavin Jack

Ming Lim

Michael Saren

Mike Saren previously held chairs in marketing at the universities of Stirling and Strathclyde and was awarded an Honorary Fellowship of the UK Academy of Marketing in July 2007. He was a convener of the marketing streams at the Critical Management Studies Conferences, 1999-2011; and one of the founding editors in 2001 of the journal ‘Marketing Theory’’ (Sage Publications). Also co-editor of books on Rethinking Marketing, (Brownlie et al, 1999, Sage) and Critical Marketing: Defining the Field (Saren et al, Elsevier, 2007). His introductory text is Marketing Graffiti: The View from the Street (Saren, 2006, Butterworth Heinemann). More About Author

Mark Tadajewski

I have previously taught at the Universities of Leicester, Essex and Strathclyde and my research interests are fairly eclectic. I continue to engage in research related to the history of marketing, with a specific focus on the influence of the Cold War on marketing and advertising theory. An on-going stream of research deals with racism and eugenics in marketing theory, thought and practice. Suffice to say, these are just a sample of what is presently occupying my attention.   More About Author

For instructors

Also available as a South Asia Edition.