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.

About the Author

Chris Hackley has been Professor of Marketing at Royal Holloway, University of London, since 2004, when he was appointed as the university’s first Chair in Marketing. His PhD from the Department of Marketing at Strathclyde University, Scotland, focused on the creative development process in top advertising agencies. He teaches, researches, writes and consults on topics in advertising, marketing, and consumer cultural policy.

"About this title" may belong to another edition of this title.

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