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

For instructors

Select a Purchasing Option


Paperback
ISBN: 9780803974913
£43.99

Hardcover
ISBN: 9780803974906
£106.00

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.

SAGE Knowledge brings together high-quality content from across our imprints, including CQ Press and Corwin titles.