Towards a history of critical marketing studies

  • In this paper, I outline a history of critical marketing studies. The argument put forward that marketing lacks any substantive critical edge is questioned. In surveying our history and finding extensive engagement with a variety of critical perspectives, I connect these with appropriate literature from non-marketing sources to flesh out an account of our critical marketing heritage. I devote considerable attention to the period 1940 to 1990, as this is the historical range of critical marketing literature that most scholars will be unfamiliar with, linking this through citation and discussion to more recently published work. In this way, this paper provides a guide to sources of literature that may have passed marketing scholars by because they violate our disciplinary demands for >recency< (Baker, 2001). As I document, critical marketing studies examines a variety of areas that represent consumer culture theory’s (CCT) >next frontier< if we accept Arnould and Thompson’s (2005) diagnosis. In opposition to Arnould and Thompson’s assertion, CCT’s new frontier, this paper contends, is a frontier that has long been of interest to critical marketing scholars whose work might usefully be re-examined.

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Author:Mark Tadajewski,
Parent Title (English):Journal of Marketing Management, Vol. 26, pp. 773-824.
Document Type:Articles
Year of first Publication:2010
Release Date:2022/05/04
Format:PDF-file upon request / PDF-Datei auf Anfrage
Writings about Erich Fromm (Secondary Literature):Articles / Artikel
Erich Fromm's Library and Erich Fromm Archive:Articles / Artikel
Licence (German):
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