マーケティングへの社会構成主義的批判<br>Marketing and Social Construction : Exploring the Rhetorics of Managed Consumption (Routledge Interpretive Marketing Research)

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マーケティングへの社会構成主義的批判
Marketing and Social Construction : Exploring the Rhetorics of Managed Consumption (Routledge Interpretive Marketing Research)

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  • 製本 Hardcover:ハードカバー版／ページ数 240 p.
  • 言語 ENG
  • 商品コード 9780415208598
  • DDC分類 658.8

基本説明

Hackley presents a social-constructionist critique of popular approaches to teaching, theorising and writing about marketing.

Full Description

Marketing is at the centre of the business education boom: a million or more people worldwide are studying the subject at any one time. Yet despite 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. First, 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. Second, he suggests a broadened theoretical scope and renewed critical agenda for research, theory and teaching in marketing.

Intellectually rigorous yet comprehensible, this work will be of vital importance to all those interested in the future of teaching and research in business and management.

Contents

1. Marketing, ideology and an excess of reflex 2. Social constructionism and a funny turn for marketing thought 3. All together now: what is marketing? 4. Marketing in a world of mediated communication 5. Marketing's death, rebirth and resurrection 6. Tell me George, where did it all go wrong? 7. Marketing and social construction: knowledge, critique and research in marketing