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Marketing
A Critical Textbook

First Edition


November 2010 | 256 pages | SAGE Publications Pvt. Ltd
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.

 
Introduction
 
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
 
Glossary
 
Index

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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