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
The paper by Shelby Hunt and the chapter by Stephen Brown are purportedly concerned with the philosophy of marketing, but it takes only a moment to see that they are as much about disciplinary politics as they are about underlying philosophy. But since these distinctions themselves are difficult to justify, perhaps we should not be overly concerned that the one masquerades as the other. It is easy to see the two pieces as an exchange, as a debate between two eloquent and committed academics who are keen to offer differing images of the way ahead. The first finds that original contributions in marketing are difficult to detect because any such articles are reviewed by the referees of journals in a negative way. Hunt goes ...
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