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Marketing: A Critical Introduction Paperback – 1 Apr 2009

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Product details

  • Paperback: 192 pages
  • Publisher: Sage Publications Ltd; 2011 edition (1 April 2009)
  • Language: English
  • ISBN-10: 1412911494
  • ISBN-13: 978-1412911498
  • Product Dimensions: 17 x 1.1 x 24.2 cm
  • Average Customer Review: 3.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 155,137 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

I'm Chris Hackley, also known on Amazon as Christopher E Hackley and Dr Chris Hackley. I'm Professor of Marketing in the School of Management at Royal Holloway University of London. My books are based on my teaching and research interests: advertising and promotion, critical marketing, and interpretive research methods. My 2013 book Marketing In Context explores the cultural basis of marketing in terms of judicious interventions that frame and cue our choices, just as a set designer and scriptwriter work to elicit the desired emotional response in a theatre audience. The third edition of my Advertising and Promotion textbook is published in December 2014, this time with my esteemed co-author, Dr Rungpaka Amy Hackley of Queen Mary, University of London.

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"I see this book as an important addition to the marketing literature. A weakness in critical approaches to marketing is that they are often not made easily accessible to undergraduate students. Chris Hackley has done a wonderful job in producing a rigorous text that remedies this situation and makes critical perspectives accessible to all."
(Rob Lawson 2009-04-06)

About the Author

Chris Hackley was the first Chair in Marketing to be appointed at Royal Holloway University of London, in 2004. Prior to that he was head of the Marketing subject group at the University of Birmingham, UK. His PhD from Strathclyde University (AACSB), Scotland, focused on the creative development process in top advertising agencies. He teaches and researches in advertising, marketing, and consumer cultural policy. Chris has published his work in some 200 books, research articles, features, reports, conference papers and presentations. He has consulted on UK alcohol policy with the UK Government Cabinet Office and the Department of Health, and with commercial organisations such as ITV, Sky Media, Channel 4 TV, New Media Group and the Huffington Post on topics including product placement and native advertising. Professor Hackley is a regular contributor to print and broadcast media on marketing and consumer policy topics with more than 100 media appearances and mentions. He has been interviewed on alcohol policy and media policy for BBC TV, ITV, BBC Radio 4, and Channel 4 TV, and his joint research has been mentioned in most UK national newspapers, and also in some overseas publications such as the Melbourne Age, Harvard Business Review, and The Times of India.

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6 of 6 people found the following review helpful By Paul Johnston on 26 July 2010
Format: Hardcover
I would disagree with the previous reveiwer. I found this book very thought provoking. It takes discussion of 'marketing' beyond tools and techniques and asks us to look at the founding assumptions and philosophy of its theory and practice. It is challenging because it requires us to step outside the prevailing 'managerialist' mind set. We need books like this in marketing to avoid us drifting into sleepy acceptance of ideas and methods without critically reflecting on them. Great book.
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0 of 6 people found the following review helpful By europe10 on 16 Nov. 2009
Format: Paperback
I have found that it is very difficult book to read even for me as a mature student. I think it is simply a waste of money. Not recommended.
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Most Helpful Customer Reviews on (beta) 1 review
2 of 2 people found the following review helpful
Comprehensive and accessible 15 Nov. 2010
By Norah C - Published on
Format: Paperback
I have tried for a long while to find a textbook that encompasses the whole complex gamut of "critical" marketing. This book has succeeded. It covers issues that often are dedicated texts which are too specialist for a general introduction e.g. Neoliberalism by Harvey. It has a clear and accessible grip on concepts like ideology and critique (along with a glossary at the back). Examples and mini cases make it concrete for students. It has a really comprehensive bibliography. And it situates critical marketing in context of the history of business schools.
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