Marketing: A Critical Textbook

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, UKThis 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, USWritten 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.Marketing: a Critical Textbook will prove a stimulating and engaging read for advanced undergraduate and postgraduate students of Marketing and related topics.
With a focus on introducing the key concepts of critical and alternative marketing, this text brings the real-world challenges and considerations of marketing to students. Both productive and positive, the approach taken offers other ways of looking at, and solving, marketing 'problems'. Using examples and case studies to illustrate and discuss major alternative and critical perspectives on the subject, it enables students to constructively question the conventional assumptions, concepts and models with which they are already familiar. - Each chapter in this book presents the alternative(s) approaches to the topic step by step - Real world case studies and examples - Fully supported with chapter pedagogy - Features a Companion Website, including Instructor's Manual