Marketing a critical introduction

Bibliographic Details
Main Author:	Hackley, Christopher E. (-)
Format:	eBook
Language:	Inglés
Published:	Los Angeles ; London : SAGE 2009.
Subjects:	Marketing. Marketing > Case studies. Marketing > Problems, exercises, etc. Marketing > Case studies > Problems, exercises, etc. Electronic books.
Online Access:	https://recursos.uloyola.es/login?url=https://accedys.uloyola.es:8443/accedix0/sitios/ebook.php?id=131315
See on Universidad Loyola - Universidad Loyola Granada:	https://colectivo.uloyola.es/Record/ELB131315

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Table of Contents:

1. Marketing studies : the critical standpoint
2. The origins and institutions of marketing studies
3. Marketing studies and managerial ideology
4. The marketing mix and the challenge of cultural branding
5. The strategy discourse and marketing studies
6. Research, theory and resistance in marketing studies
7. The 'real world' of marketing as literary construction
8. Consumer rationality, critical theory and ethics : three issues for a critical marketing studies.

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