Marketing And Social Construction: Exploring The Rhetorics Of Managed Consumption
by Chris Hackley /
2007 / English / PDF
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Marketing is at the centre of the business education boom: a
million or more people worldwide are studying the subject at any
one time. Yet despite widespread discontent with the intellectual
standards in marketing, very little has changed over the past
thirty years. In this ground-breaking new work, Chris Hackley
presents a social-constructionist critique of popular approaches
to teaching, theorising and writing about marketing.
Marketing is at the centre of the business education boom: a
million or more people worldwide are studying the subject at any
one time. Yet despite widespread discontent with the intellectual
standards in marketing, very little has changed over the past
thirty years. In this ground-breaking new work, Chris Hackley
presents a social-constructionist critique of popular approaches
to teaching, theorising and writing about marketing.
Drawing on a wide range of up-to-date European and North American
studies, Dr Hackley presents his argument on two levels. First,
he argues that mainstream marketing's ideologically driven
curriculum and research programmes, dominated by North American
tradition, reproduce business school myths about the nature of
practically relevant theory and the role of professional
education in management fields. Second, he suggests a broadened
theoretical scope and renewed critical agenda for research,
theory and teaching in marketing.
Drawing on a wide range of up-to-date European and North American
studies, Dr Hackley presents his argument on two levels. First,
he argues that mainstream marketing's ideologically driven
curriculum and research programmes, dominated by North American
tradition, reproduce business school myths about the nature of
practically relevant theory and the role of professional
education in management fields. Second, he suggests a broadened
theoretical scope and renewed critical agenda for research,
theory and teaching in marketing.
Intellectually rigorous yet comprehensible, this work will be of
vital importance to all those interested in the future of
teaching and research in business and management.
Intellectually rigorous yet comprehensible, this work will be of
vital importance to all those interested in the future of
teaching and research in business and management.