Marketing: A Critical Textbook [Paperback]

With a focus on introducing the key concepts of critical and alternative marketing, this text brings the real-world challenges and considerations of marketing to students. Both productive and positive, the approach taken offers other ways of looking at, and solving, marketing 'problems'.

Using examples and case studies to illustrate and discuss major alternative and critical perspectives on the subject, it enables students to constructively question the conventional assumptions, concepts and models with which they are already familiar.

-Each chapter in this book presents the alternative(s) approaches to the topic step by step

-Real world case studies and examples

-Fully supported with chapter pedagogy

-Features a Companion Website, including Instructor's ManualAlternative, engaging, aimed at students, and written with the intention to challenge and educate. The onus is on fostering active consideration of marketing in the world.Excellent background reading for advanced level students in marketing to gain thorough grounding in marketing theoryAn excellent and accessible overview of the key topics in marketing management and market research, from a critical perspective. Clear, well-written and engaging.I'm recommending this as supplemental reading for the new second year in marketing course to begin October 2014Here this has been linked to the incorrect course, this will be used as recommended reading in my 'Current Issues' module.

There are very few textbooks which take a critical approach to marketing, most simply present standard threories, albeit in slightly different ways. Such a book was long overdue - it complements general text books very well, and reduces the effort of collating more critical, analytical material from journals.A great and necessary book, useful for students without lacking in theoretical depl£(