Marketing Discourse. A Critical Perspective, Mark Tadajewski, Douglas Brownlie (eds.), John Wiley & Sons, Chichester, 2008

摘要

All good things come in three. Tic Tac Toe. Huey, Dewey and Louie. The Father, the Son, and the Holy Ghost. Three strikes and critical marketing is..., not out but in. Or at least so it seems with three publications from well-established publishing companies seeing the light of the day rapidly in succession. They are of a different kind but still attest to a growing awareness of marketing as a social phenomenon and the growing interest in turning marketing into a tool for societal benefits rather than for private profits. The anthology edited by Saren et al. has as its explicit and ambitious purpose to "define the field". The book grows out of a number of critical marketing conferences and represents an attempt to answer an FAQ to critical marketing researchers: "So what is critical marketing?" As the books demonstrate, there is both a certain degree of consensus but also very divergent opinions about the answer to this question.