Douglas Brownlie / Michael A J Saren / Robin Wensley / Richard Whittington (eds.)

Rethinking Marketing

Towards Critical Marketing Accountings
Herausgeber: Brownlie, Douglas; Wensley, Robin; Saren, Michael

• Gebundenes Buch

Produktbeschreibung

This unique and comprehensive reflection on marketing as a field of study, research and practice proposes new ways forward for the discipline and the profession.Rethinking Marketing 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. As such it sets the stage for the further advancement of the field.

Produktdetails

• Verlag: Sage Publications UK
• Seitenzahl: 292
• Erscheinungstermin: 1. Dezember 1998
• Englisch
• Abmessung: 240mm x 161mm x 20mm
• Gewicht: 607g
• ISBN-13: 9780803974906
• ISBN-10: 0803974906
• Artikelnr.: 21439934

Inhaltsangabe

Marketing Disequilibrium - Douglas Brownlie et al On Redress and Restoration PART ONE: MARKETING PHILOSOPHY Postmodernism - Stephen Brown The End of Marketing? Commentary - Gibson Burrell PART TWO: REDEFINING MARKETS From Marketing to Societing - Bernard Cova When the Link Is More Important than the Thing Exchange, Institutions and Time - Luis Araujo Commentary - Robin Wensley PART THREE: REFRAMING CONSUMERS Symbolic Meaning and Postmodern Consumer Culture - Richard Elliott It
s a Matter of Time - David Knights and Pamela Odih The Significance of the Women
s Market in Consumption Commentary - Morris Holbrook PART FOUR: MARKETING ETHICS Morality and the Marketplace - Robert Grafton Small An Everyday Story of Consumer Ethics Theory, Ethical Critique and the Experience of Marketing - William P Hetrick and Hector R Lozada Commentary - Peter Binns Commentary - Stephen Fineman PART FIVE: THE MARKETING PROFESSION The Process of Inter-Professional Competition - P[um]aivi Eriksson A Case of Expertise and Politics On the Idolization of Markets and the Denigration of Marketers - Hugh Willmott Some Critical Reflections on a Professional Paradox Commentary - Michael Thomas PART SIX: MARKETING PEDAGOGY Research, Rhetoric and Reality - Sally Dibb and Philip Stern Marketing
s Trifid Research in Marketing - Gilles Laurent and Bernard Pras Some Trends, Some Recommendations Commentary - Gerry Zaltman

Rezensionen

`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