For the first time, this benchmark Handbook brings together a systematic framework and state of the art thinking to provide complete coverage of the social marketing discipline. The Handbook presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments.

Critical Marketing: Theoretical Underpinnings

Critical marketing: Theoretical underpinnings
MichaelSaren

Introduction

Hastings (2007) argues that marketers must pursue a genuinely critical analysis of our discipline. Other marketing authors have also called for a wider critical approach, advocating, ‘altering the institutions that form the social system within which the individual operates’ (Goldberg, 1994) and ...

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