The Routledge Companion to Critical Marketing

The Routledge Companion to Critical Marketing- Front Cover
Half Title
Title Page
Copyright Page
Contents
List of illustrations
Notes on contributors
Chapter 1: Introducing and advancing Critical Marketing Studies
Introduction
A history of marketing
Roman and medieval reflections
Nineteenth century: Edward Bellamy
Nineteenth and twentieth centuries: Thorstein Veblen
Conflict
Epistemological reflexivity
More on “positivism”
Critical performativity
The contents of this collection
Notes
References
PART I: Exploring the terrain of Critical Marketing Studies
Chapter 2: Postmodernism and critical marketing
Introduction
Modernity: liquefaction of the bedrock
Postmodernism and beyond: an overview
Concluding comments on postmodernism and marketing
References
Chapter 3: Postcolonialism, subalternity, and critical marketing
Introduction
Eurocentrism and its limitations
Postcolonial theory
Modernity and colonial violence
Ambivalence and hybridity
Subalternity
Conclusion
References
Chapter 4: Feminist perspectives in marketing: past, present, and future
Introduction
What is feminism?
The origins of feminism: the first wave (1840–1920)
Second-wave feminism (1960–1988)
Third-wave feminism (1988–2010)
Fourth-wave feminism (2010–present)
Future research directions
Media representation and a rise of selfie culture
Technologized body and enterprising self
Home and quantified life
Conclusion
Note
References
Chapter 5: Critical social marketing: reflections, introspections, and future directions
Introduction
A (very) brief history of social marketing
The emergence of critical social marketing
Contemporary critical social marketing
Future directions
References
Chapter 6: Critical macromarketing, sustainable marketing, and globalization
Introduction
Critical macromarketing
Political dimension
Economic dimension
Technological dimension
Functions of the DSP
Sustainability
Globalization
Economic
Political
Cultural
Technology
Conclusion
References
Chapter 7: Critical perspectives on place marketing
Introduction
The historical development of place marketing
Conventional marketing perspectives to places
Unveiling place marketing’s ‘conventional wisdom’
The first generation of critique
Place marketing ignores the complexity of place and culture
Place marketing is elitist and socially regressive
Place marketing misinterprets place competition
Place marketing produces ‘sameness’
The second generation of critical voices
New empirical perspectives and ‘situated’ critique
Refining the critical toolkit: research methods approaches and themes
Innovation from within: the way forward
References
Chapter 8: Critical arts marketing
Introduction
The development of arts marketing theory and practice
Current areas of research
The arts versus markets debate
Creativity in marketing practice
Cultural practice and theory of branding
Alternative markets
Creative methods of enquiry
Conclusion and future directions for research
References
PART II: Critical Marketing: marketing practices in focus
Chapter 9: Critical studies of marketing work
Introduction
Marketing work
A suspicious mind and dirty hands
Four classical sources of inspiration for critical marketing studies
Marxist theory
Critical theory
Foucauldian theory
Critical sociology
The products of marketing work
The production of the seller–buyer relation
The production of plans and strategies
The production of market intelligence and knowledge
The production of the marketing organization
The future of critical marketing studies
References
Chapter 10: The cultural turn in lifestyle research: overview and reflections
Introduction
A history of lifestyle research in marketing
The cultural approach to lifestyle research
Lifestyles as symbolic boundaries
Legitimation and transformation of lifestyles
Institutions and consumer lifestyles
Research directions and conclusion
Note
References
Chapter 11: Advertising practice and critical marketing
Introduction
Trajectories of research on advertisements
Information processing perspectives
Criticisms of the transmission model
Research into advertising production
The changing forms of advertising under convergence
Concluding comments: the future of advertising research
Notes
References
Chapter 12: Critical reflections on the marketing concept and consumer sovereignty
Introduction
The marketing concept, Drucker and Keith
Legitimating marketing practice, further delegitimating priority claims
Consumer sovereignty
Consumer sovereignty and marketplace reality
Rethinking marketing as exchange
Choice and sovereignty
Dark marketing, human trafficking and the organs trade
New directions in marketing theory: perverts and biopolitics
Conclusion
Note
Chapter 13: Service-Dominant logic: the evolution of a universal marketing rhetoric
Introduction
The foundational paper
The persuasive power of historical narrative
Foundational premises
Ramifications
Framing the debate: The JoM commentaries
Framing the debate: the edited collection
The great reversal
The O’Shaughnessy affair
Logic or rhetoric
A history of revisions
Extensions and returns
Conclusion
References
Chapter 14: Metaphor and Relationship Marketing discourse
Introduction
On metaphor as a conceptual tool
Interrogating the impact of the interpersonal/marriage metaphor
Impact of metaphor on RM discourse
Directions for further research: exploring new metaphors
Conclusion
References
Chapter 15: Critical perspectives on ethical consumption
Introduction
Mainstreaming and co-optation: diluting the ethicality ofconsumption and production
The embeddedness of ethical consumerism within consumer culture
Shifting lexicons of producer/consumer and consumer/citizen
Responsibilizing the consumer
Methodological traditions
Conclusion
References
Chapter 16: Religious critiques of the market
Introduction
Religion and the market
Religious critiques of the market
Loss of social solidarity
Poverty and social injustice
State intervention
Ill-being
Ecological degradation and unsustainable growth
Loss of human dignity
Conclusion and areas for future research
Note
References
PART III: Rethinking consumers and markets: critiques of markets
Chapter 17: Re-mapping power for critical marketing and consumer research
Introduction
Reading the map
Sovereign power model
New research directions
Hegemonic power model
New research directions
Discursive power model
New research directions
Conclusion
References
Chapter 18: Ideology and critical marketing studies
Introduction
Ideology
Marketing as bereft of ideology
Marketing as innately ideological
Marketing as a blunt instrument of ideology
Marketing and ideology: discussion
Conclusion
References
Chapter 19: Non-Western cultures and Critical Marketing
Introduction
Development of the field of international marketing
Critical approaches to culture, markets and marketing
Re-thinking consumption and marketing in non-Western cultures
The potential of critical marketing beyond the West
Conclusion
References
Chapter 20: Choice and choicelessness in consumer practice
Introduction
Choice as the moral pinnacle
Consumer sovereignty
The merits of choice
Choice and choicelessness: micro levels
Choice and choicelessness: meso and macro levels
Choice and choicelessness: reflections and way forward
Conclusion
References
chapter 21: Managing racial stigma in consumer culture
Introduction
Background: The Black middle class and consumer culture
From petit bourgeoisie to middle class
Black consumers, racial inequality, and anti-racist action
Consumption is a site for racial inequality
Black consumption challenges racial inequality
Consumption as boundary work
What are boundaries and boundary work?
Methodology
Sample
Data collection and analysis
Findings
Boundary placement
Boundary transcendence/transition
Conclusion: boundary work as surgery
References
Chapter 22: Consumer vulnerability: critical insights from stories, actionresearch and visual culture
Introduction
The role of context
Consumer vulnerability and stories
Stories as data
Stories as representation
Consumer vulnerability and action research
Consumer vulnerability and visual culture
Directions for future research
Conclusion
References
Chapter 23: The embodied consumer
Introduction
The body
Merleau-Ponty
Bourdieu
Embodiment in consumer research
Bodies of/in representation
The body project
The agency of bodies
Directions for further research
References
PART IV: Critical marketing: marketing practices in focus
Chapter 24: Critical perspectives on brand management
Introduction
Early critical thought: brands and consumer culture as ideology
The post-war years and the rise of semiotics
Cultural Studies and brands as resources for identity
Contemporary critical approaches
Social media and branding
Perspectives for future research
References
Chapter 25: Gender, marketing, and emotions: a critical, feminist explorationof the ideological helix that defines our working worlds
Introduction
Gender in marketing
Services marketing and gender
Services marketing and gender
Emotional labor
Emotional labor in higher education
Conclusion
References
Chapter 26: Biopolitical marketing and the commodification of social contexts
Introduction
Biopolitics
Biopolitical marketing and participatory media (Web 2.0)
The customer community in marketing
Conclusion
Note
References
Chapter 27: Exploitation and emancipation
Introduction
The concept of exploitation as the cornerstone of Marxist social theory
Alienation
Emancipation
From production to consumption
Consumer emancipation?
Resistance
Escape
Consumer exploitation?
Rethinking exploitation and emancipation in consumer research
Conclusion
References
Chapter 28: Political economy approaches to transnational commodity markets:an application to the case of the global palm oil market
Introduction
IPE approaches relevant to critical studies of transnationalcommodity markets
Review of IPE studies of certification markets and standards
Illustration: the global palm oil market
Conclusion
References
Chapter 29: Social media, big data, and critical marketing
Introduction
Key theoretical approaches
Current key areas of research
Digital alienation
Directions for future research
Conclusion
Notes
References
Chapter 30: Marketing and the production of consumers’ objective violence
Introduction
Violence: from Hobbes to Freud
The Other and Otherness
Benjamin and the critique of violence
Balibar and Žižek
The concept of violence in marketing research
Marketing, dehumanization and violence
Conclusion
Notes
References
Index