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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.
This paper clarifies the dual-layered nature of the >demon lover complex,< with its background of both pre-Oedipal trauma and Oedipal-level desire. It draws on an object relations understanding of the unconscious and dissociated addiction to an internal demon object that has derivations in the personalities of the actual parents, and in the internalization of these parents. The dramatic case of early trauma compounded by adult date rape trauma serves to illustrate how a >developmental mourning process< in treatment can resolve such trauma. It also illustrates how reparation with the mother that partially heals pre-Oedipal trauma cannot immunize anyone against Oedipal-level attractions to a >demon lover< father, as represented in a displacement, resulting in victimized behavior, and in an aborted surrender to heterosexual desire. However, this victimization can be resolved, as seen in the clinical illustration, when the psychoanalyst has an understanding of the mourning process in developmental terms, working with a natural interaction between mourning and transference evolutions in treatment. The case also demonstrates the transitional object role of the psychoanalyst who is involved with the healing of pre-Oedipal trauma through mourning.