Summary
Contents
Subject index
Does the Marketing Concept Work? Are Consumer Behavior Models really effective? How Can Marketing Studies Respond to Criticisms?
This key text introduces the essentials of critical thinking within the field of marketing in easy to read and understandable terms. Integrating critical perspectives with the topics of the typical marketing curriculum Chris Hackley has produced an indispensable supporting text for upper level, undergraduate Marketing courses.
Coverage includes:
Historical origins and influences in marketing; Introduction to the concept of a Critical Theory; Marketing ‘orientation’ and the marketing ‘mix’; Critique of marketing principles; Marketing and strategy; The role of research data; Research ideology; Marketing communications
Each chapter includes review questions, case studies reflecting issues in the chapters, along with supporting case questions and reflections, and vignettes that cover stimulating practical examples.
The Marketing Mix and the Challenge of Cultural Branding
The Marketing Mix and the Challenge of Cultural Branding
Chapter Outline
Chapter 4 returns to more functional issues, though with a critical agenda, in focusing on the techniques of managerial Marketing. The chapter reviews the Marketing Mix in the light of functional standpoints in order to try to connect a critical Marketing studies perspective with the managerial mainstream approach. In particular, the chapter opens up challenges to the managerial approach based on alternative ways of understanding how Marketing occurs as a socially constructed and symbolic phenomenon based around consumption.
Introduction: Marketing Management or Culture?
Marketing practice is conventionally concerned with revealing or creating consumer needs and wants and matching those to the capability of the firm. The consumer orientation of ...
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