Summary
Contents
Subject index
‘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.
Marketing Pedagogy
We recognize that a key element in the overall description of the nature of marketing is one based on what we teach. However, some academics in marketing would feel distinctly uneasy if the state of knowledge in our field was judged against the criterion of the quality and content of our textbooks. Indeed such a particular observation was made strongly by some participants at the original symposium.
To deny our textbooks, as opposed to being critical of them, runs the risk of denying the codification of marketing knowledge which must be an essential part of our claim to be a ‘discipline’. The chapters in this final part address in rather different ways the underlying problematic in both how we articulate the nature of ...
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