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| Author: | Shankar, A. |
| Title: | Reframing critical marketing |
| Journal: | Journal of Marketing Management
2009 : SEP, VOL. 25:7-8 p. 681-696 |
| Index terms: | marketing theory consumer research marketing literature United Kingdom marketing concept |
| Language: | eng |
| Abstract: | This study offers an alternative conceptualisation of critical marketing knowledge. It asks what is marketing knowledge for, critical or otherwise, and for whom, instead of asking what critical marketing is. A framework through which to identify different regimes of marketing thought is then developed. Using two luminaries from the UK marketing academy, the co-dependence of these different regimes is illustrated. The conclusion is that it should be recognised that critical marketing and mainstream marketing are actually two sides of the same coin, and they are co-dependent and co-constitutive of each other. Together they constitute marketing with the other regimes of thought. |
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