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A Critical Textbook

September 2012 | 256 pages | SAGE South Asia
A companion website is available for this text

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Written by a team of renowned experts in the field, Marketing: A Critical Textbook is a cutting-edge text that offers a different way for you to look at and understand marketing.The authors successfully use examples and `real world` cases to illustrate and discuss major alternative and critical perspectives, enabling you to constructively question the conventional assumptions, concepts and models with which you are already familiar.

Key features

- Provides practical and innovative demonstrations of abstract concepts through classroom exercises and individual and group activities.
- Includes a glossary of critical marketing terms.
- A companion website with an Instructor’s Manual with PowerPoint slides for lecturers and free access to full-text journal articles for students.

Marketing: A Critical Textbook will prove a stimulating and engaging read for advanced undergraduate and postgraduate students of Marketing and related topics.

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

With this groundbreaking text the Leicester school of Critical Marketing Studies establishes itself as a leading international force in the field. The authors lay down a foundational architecture for the teaching of critical marketing, dealing with questions of pedagogy and process in a uniquely informed fashion.

Douglas Brownlie
Professor of Marketing, University of Stirling, UK

This book offers a provocative alternative approach to understanding marketing by providing students with historical, critical and analytical skills.

Dr Julie L Ozanne
Sonny Merryman Professor of Marketing, Virginia Tech, US

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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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ISBN: 9788132110408