Rethinking Marketing : Towards Critical Marketing Accountings

by Douglas Brownlie

• ISBN13: 9780803974913
• ISBN10: 0803974914
• Format: Paperback
• Copyright: 1999-03-23
• Publisher: Sage Publications Ltd

Summary

three of the chapters are incorporated in the new OUBS > B851 Future Marketing course: Rethinking Marketing is a comprehensive and critical reflection on marketing by leading international scholars inte field. It addresses the relevance of marketing today and proposes new ways forward for the discipline and the profession. The idea and language of marketing are used to legitimize change in organizations, markets and even societies, and consumption itself is central to this process. Yet, in many respects the ideology of marketing remains rooted in a largely unchanged marketing concept' that is now 40 years old. Rethinking Marketing provides a challenging and stimulating coverage of a broad range of key issues in contemporary marketing - such as marketing philosophy, marketing ethics, the marketing profession, and marketing teaching and research - through an innovative dialogue among some of the most renowned international scholars in the field. As such it sets the stage for the furtheradvancement of the field. Rethinking Marketing will be essential reading for advanced level students and academics in marketing and consumer behaviour.

Table of Contents

Contributor's Notes	vii
Acknowledgements	xiii
Marketing Disequilibrium: On Redress and Restoration	1	(22)
Douglas Brownlie
Mike Saren
Robin Wensley
Richard Whittington
Part I Marketing Philosophy	23	(39)
Postomodernism: The End of Marketing?	27	(31)
Stephen Brown
Commentary	58	(4)
Gibson Burrell
Part II Redefining Markets	62	(48)
From Marketing to Societing: When the Link Is More Important than the Thing	64	(20)
Bernard Cova
Exchange, Institutions and Time	84	(22)
Luis Araujo
Commentary	106	(4)
Robin Wensley
Part III Reframing Consumers	110	(42)
Symbolic Meaning and Postmodern Consumer Culture	112	(14)
Richard Elliott
It's a Matter of Time: The Significance of the Women's Market in Consumption	126	(19)
David Knights
Pamela Odih
Commentary	145	(7)
Morris B. Holbrook
Part IV Marketing Ethics	152	(34)
Morality and the Marketplace: An Everyday Story of Consumer Ethics	154	(8)
Robert Grafton Small
Theory, Ethical Critique and the Experience of Marketing	162	(15)
William P. Hetrick
Hector R. Lozada
Commentary	177	(6)
Peter Binns
Commentary	183	(3)
Stephen Fineman
Part V The Marketing Profession	186	(41)
The Process of Interprofessional Competition: A Case of Expertise and Politics	188	(17)
Paivi Eriksson
On the Idolization of Markets and the Denigration of Marketers: Some Critical Reflections on a Professional Paradox	205	(18)
Hugh Willmott
Commentary	223	(4)
Michael Thomas
Part VI Marketing Pedagogy	227	(41)
Research, Rhetoric and Reality: Marketing's Trifid	230	(15)
Sally Dibb
Philip Stern
Research in Marketing: Some Trends, Some Recommendations	245	(17)
Gilles Laurent
Bernard Pras
Commentary	262	(6)
Gerald Zaltman
Index	268