Critical Marketing - Issues In Contemporary Marketing

Marketing is central to our everyday lives, and as an academic subject its popularity has been steadily growing for the last thirty years. During time, it has become increasingly fashionable to gesture to the uncritical, managerialist focus of the discipline. The key concern underwriting this collection is to rethink the way that we understand the development of marketing theory and practice, as it took place in the past and the directions that we would like it to move in the future. The contents critically interrogate the history of marketing and consumer research, highlighting the elision of productive avenues for research and practice in relation to the biological basis for consumer behaviour and the forgotten dimensions of the cognitive revolution. It also includes chapters which explicitly connect marketing activities to the society in which they take place.
This book will be essential reading for students and scholars in marketing, consumer research and cultural studies. It will also interest students of sociology and psychology.