Marketing

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

Other Titles in:
Marketing | Marketing Strategy & Theory

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

Interesting theoretical discussion !

Professor Anne Leinovaara-Matomäki

Dept of International Business, Turku Polytechnic

January 26, 2011

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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

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Marketing
A Critical Textbook