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Marketing - Critical Marketing - Essay Example
Pages 8 (2008 words)
Critical Marketing Any thought provoking idea or even a simple concept, formulated by experts or thinkers in any field, will be viewed from various perspectives particularly from critical perspective by others. After which only, that idea could be accepted as a valid one or would be put for more discussions…
Several monographs and edited volumes on critical marketing have been published”. The first use of the term ‘critical marketing’ in relation to the critical cultural as well as social theories is in the work of Hansen (1981). (Moufahim and Mitussis 2009). Critical marketing in general sense implies that any marketing idea has to be discussed threadbare focusing on its positive attributes as well as its faults, thereby coming up with necessary modifications and corrections. This point was put by forward by Friat and Tadajewski (2009, p.127) who stated that critical marketing involves “any position that judgmentally evaluates a body of discourse (including marketing) with the intention to find any faults or problems to be challenged and modified or corrected.” However, the key fact that has to be considered when viewing ideas critically is the time-bound factor. That is, what is/was viewed critically could change with time and context. Certain critical perspectives about an idea that gets formed during earlier periods of history could change now with contribution by other experts and thinkers. Thus, the crucial point is, critical perspectives will be mostly dynamic with the change of time, situation, contexts, etc. This is particularly relevant to the critical marketing idea of cultural stereotyping. As Hackley (2008, p. ...
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