Marketing: A Critical Textbook

Nick Ellis, James Fitchett, Matthew Higgins, Gavin Jack, Ming Lim, Michael Saren, Mark Tadajewski

Research output: Book/ReportTextbookOtherpeer-review

Abstract

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.
Original languageEnglish
Place of PublicationLondon UK
PublisherSAGE Publications Ltd
Number of pages245
ISBN (Print)9781848608771, 9781848608788
Publication statusPublished - 2011
Externally publishedYes

Cite this

Ellis, N., Fitchett, J., Higgins, M., Jack, G., Lim, M., Saren, M., & Tadajewski, M. (2011). Marketing: A Critical Textbook. SAGE Publications Ltd.