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
Well-structured, readable, and comprehensive treatment; useful learning activities; glossary an important addition.
An interesting book, though fairly 'heavy' for the UG student cohort that it would target.
An accessible reader which informs and deepens students' interest in critical marketing studies.
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.
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 very interesting and needed assessement of marketing
the level of the book is too high for the expected three year students
Excellent background reading for advanced level students in marketing to gain thorough grounding in marketing theory
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.
A refreshingly critical perspective on a discipline that typically takes itself far too seriously
