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.
From Marketing to Societing: When the Link is more Important than the Thing
From Marketing to Societing: When the Link is more Important than the Thing
A Postmodern Era
Characterized by a crisis of consumption, ‘deconsumption’, a consumer who is more and more described as a ‘chameleon’ or an ‘ant’, our postmodern era (Lyotard, 1979) seems to be a period of extreme disorder in consumption, and consequently, of unpredictability in consumer behaviour. This is an undoubted fact, even if there is still much debate surrounding the nature and the respective weight of the various explanatory factors. There is the question of how to separate factors resulting from the socio-economic conditions of the day from purely structural factors: economic, sociological and technological explanations are played off against each ...
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