Product Description

Does the marketing concept work? Are consumer behaviour models really effective? How can marketing studies respond to criticisms?

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.

Coverage includes:

- Historical origins and influences in marketing

- Introduction to the concept of a Critical Theory

- Marketing `orientation' and the marketing `mix'

- Critique of marketing principles

- Marketing and strategy

- The role of research data

- Research ideology

- Marketing communications

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

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Product Details

• Amazon Sales Rank: #378724 in Books
• Published on: 2009-02-28
• Original language: English
• Number of items: 1
• Binding: Paperback
• 192 pages

Review
"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."
(Rob Lawson )

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Customer Reviews

Extreamly difficult to read
I have found that it is very difficult book to read even for me as a mature student. I think it is simply a waste of money. Not recommended.