Critical theory and consumer marketing
(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:
https://lup.lub.lu.se/record/ba62b8ce-ad52-4c23-9eb9-6900d6726c77
- author
- Alvesson, Mats LU
- organization
- publishing date
- 1994
- 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
- 2021-10-03 04:58:48
@article{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 = {{Elsevier}},
series = {{Scandinavian Journal of Management}},
title = {{Critical theory and consumer marketing}},
url = {{http://dx.doi.org/10.1016/0956-5221(94)90005-1}},
doi = {{10.1016/0956-5221(94)90005-1}},
volume = {{10}},
year = {{1994}},
}