Marketing : a critical textbook / Nick Ellis ... [et al.]
Imprint
London : SAGE, 2011
Descript
vii, 245 p. : ill. ; 25 cm
CONTENT
Introducing the history of marketing theory and practice -- Marketing "science" and the paradigm debates -- What's the story? Analysing marketing discourse -- Interrogating the ideological function of marketing -- The management of marketing -- Taking a different look at business-to-business marketing -- Consumer surveillance and marketing research -- Consumer rights and resistance -- Consumer society and the production of identity -- Marketing and the sign -- Globalisation and ethics