Rethinking Marketing: Towards Critical Marketing Accountings / Edition 1

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Overview

three of the chapters are incorporated in the new OUBS

> B851 Future Marketing course:

Rethinking Marketing is a comprehensive and critical reflection on marketing by leading international scholars inte field. It addresses the relevance of marketing today and proposes new ways forward for the discipline and the profession.

The idea and language of marketing are used to legitimize change in organizations, markets and even societies, and consumption itself is central to this process. Yet, in many respects the ideology of marketing remains rooted in a largely unchanged marketing 'concept' that is now 40 years old.

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.

Rethinking Marketing will be essential reading for advanced level students and

academics in marketing and consumer behaviour.

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Product Details

  • ISBN-13: 9780803974913
  • Publisher: SAGE Publications
  • Publication date: 12/28/1998
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 292
  • Product dimensions: 6.14 (w) x 9.21 (h) x 0.61 (d)

Meet the Author

Mike Saren previously held chairs in marketing at the universities of Stirling and Strathclyde and was awarded an Honorary Fellowship of the UK Academy of Marketing in July 2007. He was a convener of the marketing streams at the Critical Management Studies Conferences, 1999-2011; and one of the founding editors in 2001 of the journal ‘Marketing Theory’’ (Sage Publications). Also co-editor of books on Rethinking Marketing, (Brownlie et al, 1999, Sage) and Critical Marketing: Defining the Field (Saren et al, Elsevier, 2007). His introductory text is Marketing Graffiti: The View from the Street (Saren, 2006, Butterworth Heinemann).

Robert Wensley is Emeritus Professor of Policy and Marketing at the Warwick Business School.

Professor at Warwick since 1986 and Chair of the School from 1989 to 1994, and Chair of the Faculty of Social Studies from 1997 to 1999. Most recently Director of the AIM Research initiative from 2004 to 2011. He was previously with RHM Foods, Tube Investments and the London Business School and was visiting Professor at UCLA (twice) and University of Florida. He was Chair of the Council of the Tavistock Institute of Human Relations from 1998 until 2003 and a member of the Sunningdale Institute (2008 -11)

He is a Fellow of the British Academy of Management (FBAM), the Chartered Institute of Marketing (FCIM) and The Academy of Social Sciences (FAc SS). He was awarded the BAM Richard Whipp Lifetime Achievement Award in 2012 and previously awarded the 1981 and 1988 Alpha Kappa Psi prize for the most outstanding article in the US Journal of Marketing and the Millennium Prize for the best paper in the Journal of Marketing Management

He was appointed to the Council of the ESRC from 2001 to 2004 and was a Board member of the ESRC Research Grants Board from 1991 to 1995. He is a member of the Advisory Board of the Warburg Institute and the Academic Advisory Board of the Chartered Management Institute. Over his academic career, he has been involved with consultancy and management development for many major organisations.

Richard Whittington teaches strategy at the Saïd Business School and New College, where he is Millman Fellow in Management

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Table of Contents

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

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