Being Critical in Marketing Studies: The Imperative of Macro Perspectives

Journal of Macromarketing, Vol. 32, No. 2, pp. 220-225, June 2012

13 Pages Posted: 25 Nov 2012

Date Written: 2012

Abstract

In this paper, I argue that an elevated macro level perspective is imperative for conducting critical studies in the fields of marketing and consumer research. There are epistemic barriers to operating in this manner, and I offer several suggestions for overcoming these barriers. Finally, I review the research spaces for critical studies of marketing in various global settings and conclude that UK and Nordic Europe have the best epistemic climate, and this region needs to take leadership in promoting greater range of macro and critical studies of marketing in the rest of the world.

Keywords: Critical Marketing, Macromarketing, Radical Marketing, Ideology, Philosophy

JEL Classification: A12, B24, M00, M30, M39, Z10

Suggested Citation

Dholakia, Nikhilesh, Being Critical in Marketing Studies: The Imperative of Macro Perspectives (2012). Journal of Macromarketing, Vol. 32, No. 2, pp. 220-225, June 2012, Available at SSRN: https://ssrn.com/abstract=2180333

Nikhilesh Dholakia (Contact Author)

University of Rhode Island ( email )

Quinn Hall
55 Lower College Rd.
Kingston, RI 02881
United States

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