Critical reflections on the marketing concept and consumer sovereignty

Authored by: Mark Tadajewski

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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At its most basic, we can understand Critical Marketing Studies as interested in challenging the status quo, that is, it questions the way marketing activities are represented by academics and observers interested in legitimizing the role of marketing in society (Tadajewski, 2010a). When scholars legitimize – when they justify and underline only the positive contributions made by marketing scholarship and practice – they present a partial and distorted image of the discipline and the practical effects of this group on the world around them. Critical Marketing does not necessarily deny the contributions marketing can make to the quality of life some people enjoy. Rather, it asks us to consider all of the ramifications of marketing, including its praiseworthy and negative effects (see also Kilbourne, this volume).

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