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.
Commentary
Commentary
‘Marketing … needs to be understood and practised, not justified’, say Beardshaw and Palfreman (1990: 268) confidently in their introductory textbook on management. They continue with similar surety: ‘there's absolutely no point in producing something that nobody wants or in producing something everybody wants and then not telling anybody!’
Marketing is thus presented as an ethically neutral system or management tool serving an unequivocal market ‘good’ - identifying and satisfying customer requirements. Save the odd ‘dilemma’ or two (e.g. with cigarettes, sex, pornography, guns, lies) marketing swings into action aboard its ‘four Ps’ - products, place, promotion and price - to serve our ‘needs’. And doing this ‘profitably’ by creating ‘wants’ is regarded as part of the package - with few ethical strings attached.
The authors ...
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