Advanced

Critical theory and consumer marketing

Alvesson, Mats LU (1994) In Scandinavian Journal of Management 10(3). p.291-313
Abstract
This paper draws upon Critical Theory, especially the Frankfurt School, and advocates a critically oriented marketing theory which breaks away from the technicist preoccupations dominating much of traditional marketing science. The conventional assumption of marketing as being in the business of need satisfaction is rejected, and a case is made for research which draws attention to the way marketing processes and techniques create biases towards consumption and distort the individual's chances of sorting out what needs and wishes are important. Two new metaphors for marketing theory are suggested: marketing as mystification and marketing as cultural doping.
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
in
Scandinavian Journal of Management
volume
10
issue
3
pages
291 - 313
publisher
Elsevier
external identifiers
  • Scopus:4644267104
ISSN
0956-5221
DOI
10.1016/0956-5221(94)90005-1
language
English
LU publication?
yes
id
ba62b8ce-ad52-4c23-9eb9-6900d6726c77
date added to LUP
2016-06-29 09:36:17
date last changed
2016-11-13 04:40:37
@misc{ba62b8ce-ad52-4c23-9eb9-6900d6726c77,
  abstract     = {This paper draws upon Critical Theory, especially the Frankfurt School, and advocates a critically oriented marketing theory which breaks away from the technicist preoccupations dominating much of traditional marketing science. The conventional assumption of marketing as being in the business of need satisfaction is rejected, and a case is made for research which draws attention to the way marketing processes and techniques create biases towards consumption and distort the individual's chances of sorting out what needs and wishes are important. Two new metaphors for marketing theory are suggested: marketing as mystification and marketing as cultural doping.},
  author       = {Alvesson, Mats},
  issn         = {0956-5221},
  language     = {eng},
  number       = {3},
  pages        = {291--313},
  publisher    = {ARRAY(0x88e5850)},
  series       = {Scandinavian Journal of Management},
  title        = {Critical theory and consumer marketing},
  url          = {http://dx.doi.org/10.1016/0956-5221(94)90005-1},
  volume       = {10},
  year         = {1994},
}