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A Critical Introduction

  • Chris Hackley - Royal Holloway University of London, UK, School of Management, Royal Holloway University of London, UK

April 2009 | 192 pages | SAGE Publications Ltd

Does the Marketing Concept Work? Are Consumer Behavior Models really effective? How Can Marketing Studies Respond to Criticisms?

This key text introduces the essentials of critical thinking within the field of marketing in easy to read and understandable terms. Integrating critical perspectives with the topics of the typical marketing curriculum Chris Hackley has produced an indispensable supporting text for upper level, undergraduate Marketing courses.

Coverage includes:

  • Historical origins and influences in marketing
  • Introduction to the concept of a Critical Theory
  • Marketing 'orientation' and the marketing 'mix'
  • Critique of marketing principles
  • Marketing and strategy
  • The role of research data
  • Research ideology
  • Marketing communications

Each chapter includes review questions, case studies reflecting issues in the chapters, along with supporting case questions and reflections, and vignettes that cover stimulating practical examples.

Marketing Studies
The Critical Standpoint

Origins and Institutions of Marketing Studies
Marketing Studies and Managerial Ideology
The Marketing Mix and the Challenge of Cultural Branding
The Strategy Discourse and Marketing Studies
Research, Theory and Resistance in Marketing Studies
The `Real World' of Marketing as Literary Construction
Consumer Rationality, Critical Theory and Ethics
Three Issues for a Critical Marketing Study


"I see this book as an important addition to the marketing literature. A weakness in critical approaches to marketing is that they are often not made easily accessible to undergraduate students. Chris Hackley has done a wonderful job in producing a rigorous text that remedies this situation and makes critical perspectives accessible to all."

Rob Lawson
University of Otago, New Zealand

Provides opportunities to achieve higher grades using a wide range of examples, theories and applications.

Mrs Lisa Rees
Business School, OLC Europe
November 11, 2014

The book is great as a supplementary resource textbook for an introductory level Marketing course. The book itself is extremely helpful for those who teach marketing at Liberal Arts institutions or those who are interested in including social sciences and humanities topics in a professionally oriented marketing program. It may be adopted as a core text for the advanced course commencing in a subsequent academic year.

Dr Robert Earhart
Dept of International Business Adminis, American University of Paris
April 3, 2014

This text offers a wide range of critical perspectives on marketing theory and practice. It's also written in a highly-accessible style, and will be popular with both undergraduate and postgraduate students alike.

Dr Clea Bourne
Media and Communication, Goldsmiths College
May 25, 2013

the level of the book is too high for the expected third year students.

Ms Nerea Etura Luque
Faculty of Engineering & Computing, Coventry University
July 11, 2011

This is an excellent book for students of marketing. It is for those thinking marketers who want to understand marketing and its place in contemporary society. Professor Hackley has constructed a much needed critical text, accessible to all who can read, making a unique contribution to the field. I would recommend that all thoughtful marketing students take time to read this book. The time taken will be repaid many times over. The book is insightful, contemporary and critical in a field that is often too accepting of the bland, the trivial and the trite. This book certainly is none of these. It is rather, rigorous, reflective and reflexive; characteristics that make it a must read text.

Professor Tony Hines
Marketing and Retail, Manchester Metropolitan University
March 6, 2011

Considered as a supplementary text on our level 2 marketing unit.

But no longer responsible for this unit

Mr Peter Waterhouse
Department of Business Systems, Bedfordshire University
September 22, 2010

This book is a accessible but also informative and comprehensive in its approach to understanding marketing from a critical and disciplinary perspective. We adopted this book as recommended text to introduce critical insights to students. I will recommend to colleagues and believe it will be useful to students.

Mr Nicholas Telford
Stirling Management School, Stirling University
August 23, 2010

This text I have recommended as one of the reading texts for the undergraduates. The text is easy to understand. The cases given in the text are also excellent cases for the class room discussions. The price of the text is also affordable for my students.

Professor Lalith De Silva
Marketing, Otemon Gakuin University, Japan
July 15, 2010

Sample Materials & Chapters

Chapter One

Chapter Two

Sage College Publishing

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