Michael Saren and Peter Svensson

in The Oxford Handbook of Critical Management Studies

Published in print January 2011 | ISBN: 9780199595686
Published online September 2009 | | DOI:

Series: Oxford Handbooks in Business and Management


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This article is structured as follows. After a brief note on the history of critique both within and outside marketing studies, five core marketing concepts or main objects of critique, based on critical marketing publications and conferences (including the marketing streams of the conference series in critical management studies since 1999) are reviewed. These are: consumer sovereignty and freedom of choice; relationship marketing; consumer identity and branding; marketing practice and work; and finally, consumer resistance and activism. In the final part of the article some of the future challenges facing critical marketing studies and its development are discussed.

Keywords: marketing studies; CMS; freedom of choice; consumer resistance; consumer activism; relationship marketing

Article.  8472 words. 

Subjects: Business and Management ; Marketing ; Organizational Theory and Behaviour

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