Introducing and advancing Critical Marketing Studies

Authored by: Mark Tadajewski , Matthew Higgins , Janice Denegri-Knott , Rohit Varman

The Routledge Companion to Critical Marketing

Print publication date:  September  2018
Online publication date:  September  2018

Print ISBN: 9781138641402
eBook ISBN: 9781315630526
Adobe ISBN:


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In this chapter we aim to accomplish a number of objectives. We will weave a history of marketing theory and practice that permits us to juxtapose the views of mainstream and Critical Marketing scholarship. In doing so, we will contribute to existing genealogical accounts of the development of critical perspectives in marketing (e.g. Tadajewski, 2010b), but without traversing exactly the same terrain. Nor will we recount the various pedagogic methods through which Critical Marketing can be incorporated into the curriculum as this has been undertaken elsewhere (Tadajewski, 2016a). Instead, this historical introduction will enable us to unpack core assumptions underwriting Critical Marketing Studies including ontological denaturalization, defatalization, epistemological reflexivity, conflict and critical performativity.

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