Skip to main content

Reframing critical marketing

Buy Article:

$53.17 plus tax (Refund Policy)


In response to the guest editors' call for the expansion of disciplinary space within marketing and consumer research, in this paper I offer an alternative conceptualisation of critical marketing knowledge. Rather than asking what is (or isn't) critical marketing, instead I ask what is marketing knowledge for, critical or otherwise, and for whom? I use these questions to develop a framework through which to identify different regimes of marketing thought and illustrate their co-dependence using two luminaries from the UK marketing academy. My (rather idealistic) hope is that if the marketing discipline is to mature this interdependence should be recognised, understood and then celebrated.


Document Type: Research Article


Publication date: 2009-09-01

More about this publication?
  • Access Key
  • Free ContentFree content
  • Partial Free ContentPartial Free content
  • New ContentNew content
  • Open Access ContentOpen access content
  • Partial Open Access ContentPartial Open access content
  • Subscribed ContentSubscribed content
  • Partial Subscribed ContentPartial Subscribed content
  • Free Trial ContentFree trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more