Critical marketing - defining the field

Abstract

The aim of this book is to explore marketing less visible sub-areas – Critical Marketing. We are facing a significant current of research and publications in the field of marketing, and management that takes a critical stance. Critical research in marketing however has lagged some way behind other management academic subjects in its volume and visibility.This book is the first book on Critical Marketing that provides a compilation of original papers from well-known critical authors within marketing. The idea of such a book arose from a series of Critical Marketing seminars, funded by the Economic and Social Research Council, UK. These seminars were designed to bring together an international group of scientists from a wide range of marketing areas to foster a strong critical forum within the academic marketing community.