haku: @author Tadajewski, M. / yhteensä: 4
viite: 2 / 4
| Tekijä: | Tadajewski, M. |
| Otsikko: | Towards a history of critical marketing studies |
| Lehti: | Journal of Marketing Management
2010 : AUG, VOL 26:9-10, p. 773-824 |
| Asiasana: | marketing research history marketing management culture |
| Kieli: | eng |
| Tiivistelmä: | The purpose of this paper is to review a large body of marketing literature to outline the history of marketing and to discuss the argument that marketing lacks critical edge. Especially literature from the period of 1940 to 1990 is scrutinized due to its relative unfamiliarity among most scholars. The literature review reveals a significant variety of critical perspectives and provides a guide for researchers to possibly unknown sources of literature. Critical marketing research is found to focus on areas that correspond to consumer culture theory's "new frontier" (Arnould and Thompson, 2005), idicating that this "new" frontier appears not to be that new after all, it has been discussed in critical marketing literature for years. |
SCIMA