You are here

Rethinking Marketing
Share

Rethinking Marketing
Towards Critical Marketing Accountings

Edited by:


December 1998 | 288 pages | SAGE Publications Ltd
`This is an important text. It brings together critical reflections on the discipline's contribution in terms of theory, practice and pedagogy and as such is equally as insightful and challenging as some of its recent predecessors (eg Brown et al 1996; Brown and Turley 1997; Brown 1998). The book represents a useful point of departure for those setting off on their own critical journeys and, thus, it should be included on the reading lists of all those carrying out masters or doctoral research in marketing' - Journal of Marketing Management

This book provides a challenging and stimulating coverage of a broad range of key issues in contemporary marketing - such as marketing philosophy, marketing ethics, the marketing profession, and marketing teaching and research - through an innovative dialogue among some of the most renowned international scholars in the field .

Douglas Brownlie et al
Marketing Disequilibrium
On Redress and Restoration

 
 
PART ONE: MARKETING PHILOSOPHY
Stephen Brown
Postmodernism
The End of Marketing?

 
Gibson Burrell
Commentary
 
PART TWO: REDEFINING MARKETS
Bernard Cova
From Marketing to Societing
When the Link Is More Important than the Thing

 
Luis Araujo
Exchange, Institutions and Time
Robin Wensley
Commentary
 
PART THREE: REFRAMING CONSUMERS
Richard Elliott
Symbolic Meaning and Postmodern Consumer Culture
David Knights and Pamela Odih
It's a Matter of Time
The Significance of the Women's Market in Consumption

 
Morris Holbrook
Commentary
 
PART FOUR: MARKETING ETHICS
Robert Grafton Small
Morality and the Marketplace
An Everyday Story of Consumer Ethics

 
William P Hetrick and Hector R Lozada
Theory, Ethical Critique and the Experience of Marketing
Peter Binns
Commentary
Stephen Fineman
Commentary
 
PART FIVE: THE MARKETING PROFESSION
P[um]aivi Eriksson
The Process of Inter-Professional Competition
A Case of Expertise and Politics

 
Hugh Willmott
On the Idolization of Markets and the Denigration of Marketers
Some Critical Reflections on a Professional Paradox

 
Michael Thomas
Commentary
 
PART SIX: MARKETING PEDAGOGY
Sally Dibb and Philip Stern
Research, Rhetoric and Reality
Marketing's Trifid

 
Gilles Laurent and Bernard Pras
Research in Marketing
Some Trends, Some Recommendations

 
Gerry Zaltman
Commentary

`This is an important text. It brings together critical reflections on the discipline's contribution in terms of theory, practice and pedagogy and as such is equally as insightful and challenging as some of its recent predecessors (eg Brown et al 1996; Brown and Turley 1997; Brown 1998). The book represents a useful point of departure for those setting off on their own critical journeys and, thus, it should be included on the reading lists of all those carrying out masters or doctoral research in marketing' - Journal of Marketing Management

Preview this book

Douglas Brownlie

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

Robin Wensley

Robert Wensley is Emeritus Professor of Policy and Marketing at the Warwick Business School.   Professor at Warwick since 1986 and Chair of the School from 1989 to 1994, and Chair of the Faculty of Social Studies from 1997 to 1999. Most recently Director of the AIM Research initiative from 2004 to 2011. He was previously with RHM Foods, Tube Investments and the London Business School and was visiting Professor at UCLA (twice) and University of Florida. He was Chair of the Council of the Tavistock Institute of Human Relations from 1998 until 2003 and a member of the Sunningdale Institute (2008 -11)He is a Fellow of the British... More About Author

Richard Whittington

Richard Whittington teaches strategy at the Saïd Business School and New College, where he is Millman Fellow in Management More About Author

Purchasing options

Please select a format:

ISBN: 9780803974913
£41.99 
ISBN: 9780803974906
£101.00 

SAGE Knowledge is the ultimate social sciences digital library for students, researchers, and faculty. Hosting more than 4,400 titles, it includes an expansive range of SAGE eBook and eReference content, including scholarly monographs, reference works, handbooks, series, professional development titles, and more.

The platform allows researchers to cross-search and seamlessly access a wide breadth of must-have SAGE book and reference content from one source.