ISBN-10:
1412911494
ISBN-13:
9781412911498
Pub. Date:
04/01/2009
Publisher:
SAGE Publications
Marketing: A Critical Introduction / Edition 1

Marketing: A Critical Introduction / Edition 1

by Chris Hackley
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Overview

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 Marketing courses. Each chapter includes review questions, case studies reflecting issues in the chapters, along with supporting case questions and reflections, and vignettes that cover stimulating practical examples.

Product Details

ISBN-13: 9781412911498
Publisher: SAGE Publications
Publication date: 04/01/2009
Edition description: New Edition
Pages: 192
Product dimensions: 6.70(w) x 9.50(h) x 0.60(d)

About the Author

Chris Hackley is Professor of Marketing at the School of Management, Royal Holloway University of London, UK.

Chris Hackley was the first Chair in Marketing to be appointed at Royal Holloway University of London, in 2004. Prior to that he was head of the Marketing subject group at the University of Birmingham, UK. His Ph D from Strathclyde University (AACSB), Scotland, focused on the creative development process in top advertising agencies. He teaches and researches in advertising, marketing, and consumer cultural policy. Chris has published his work in some 200 books, research articles, features, reports, conference papers and presentations. He has consulted on UK alcohol policy with the UK Government Cabinet Office and the Department of Health, and with commercial organisations such as ITV, Sky Media, Channel 4 TV, New Media Group and the Huffington Post on topics including product placement and native advertising. Professor Hackley is a regular contributor to print and broadcast media on marketing and consumer policy topics with more than 100 media appearances and mentions. He has been interviewed on alcohol policy and media policy for BBC TV, ITV, BBC Radio 4, and Channel 4 TV, and his joint research has been mentioned in most UK national newspapers, and also in some overseas publications such as the Melbourne Age, Harvard Business Review, and The Times of India.

Table of Contents

Marketing Studies
The Critical Standpoint
Origins and Institutions of Marketing Studies
Marketing Studies and Managerial Ideology
The Marketing Mix and the Challenge of Cultural Branding
The Strategy Discourse and Marketing Studies
Research, Theory and Resistance in Marketing Studies
The 'Real World' of Marketing as Literary Construction
Consumer Rationality, Critical Theory and Ethics
Three Issues for a Critical Marketing Study

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