Marketing and Social Construction: Exploring the Rhetorics of Managed Consumption

Marketing is at the centre of the boom in business education: a million or more people worldwide are studying the subject at any one time. In spite of widespread discontent with the intellectual standards in marketing, very little has changed over the past thirty years.In this ground-breaking new work, Chris Hackley presents a social constructionist critique of popular approaches to teaching, theorising and writing about marketing. Drawing on a wide range of up-to-date European and North American studies, Dr Hackley presents his arguments on two levels:( He argues that mainstream marketing's ideologically driven curriculum and research programmes, dominated by North American tradition, reproduce business school myths about the nature of practically-relevant theory and the role of professional education in management fields.( He suggests a broadened theoretical scope and renewed critical agenda for research, theory and teaching in marketing.Intellectually rigorous yet accessible, this work will prove to be of vital importance to all those interested in the future of teaching and research in business and management.Chris Hackley is the author of 'Marketing and Social Construction: Exploring the Rhetorics of Managed Consumption', published 2007 under ISBN 9780415439695 and ISBN 0415439698.