`I see this book as an important addition to the marketing
literature. A weakness in critical approaches to marketing is that
they are often not made easily accessible to undergraduate
students. Chris Hackley has done a wonderful job in producing a
rigorous text that remedies this situation and makes critical
perspectives accessible to all' - Professor Rob Lawson, University
of Otago Does marketing really work for organizations, managers and
citizens? How can marketing management be studied and practised
critically? 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 and postgraduate Marketing courses. A wide range of
issues are covered including: - Historical origins and influences
in marketing - Introduction to the concepts of Critical Theory -
Marketing 'orientation' and the marketing 'mix' - Critique of
marketing principles - Marketing and strategy - The role of
research in marketing - Marketing and managerial ideology -
Marketing ethics Each chapter includes Chapter Review questions,
Case studies reflecting issues in the chapters, along with
supporting case questions and reflections, as well as stimulating
practical examples.
General
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