Marketing and Social Construction

Exploring the Rhetorics of Managed Consumption

By:

Chris Hackley

Format:

Hardback

Series:

Routledge Interpretive Marketing Research

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Description

Marketing is at the centre of the boom in business education: a million or more people worldwide are studying the subject at any one time. In spite of 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: 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. He suggests a broadened theoretical scope and renewed critical agenda for research, theory and teaching in marketing. Intellectually rigorous yet accessible, this work will prove to be of vital importance to all those interested in the future of teaching and research in business and management.

Author Biography:

Chris Hackley has studied or held academic posts at seven UK universities. His qualifications include a PhD in Marketing and a first class honours BSc in Social Science. He teaches Marketing to undergraduate and postgraduate students and researchers. His publications on marketing theory and research have appeared in British, European and American marketing and management journals.

Release date NZ

March 15th, 2001

Author

Chris Hackley

Audience

Tertiary Education (US: College)

Illustrations

3 Tables, black and white

Pages

240

Series

Routledge Interpretive Marketing Research

Dimensions

156x234x16

ISBN-13

9780415208598

Product ID

1739715

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