The browser you are using is not supported by this website. All versions of Internet Explorer are no longer supported, either by us or Microsoft (read more here: https://www.microsoft.com/en-us/microsoft-365/windows/end-of-ie-support).

Please use a modern browser to fully experience our website, such as the newest versions of Edge, Chrome, Firefox or Safari etc.

Portrait of Mats Alvesson. Photo.

Mats Alvesson

Professor

Portrait of Mats Alvesson. Photo.

Critical theory and consumer marketing

Author

  • Mats Alvesson

Summary, in English

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.

Department/s

  • Department of Business Administration

Publishing year

1994

Language

English

Pages

291-313

Publication/Series

Scandinavian Journal of Management

Volume

10

Issue

3

Document type

Journal article

Publisher

Elsevier

Topic

  • Business Administration

Status

Published

ISBN/ISSN/Other

  • ISSN: 0956-5221