
Mats Alvesson
Professor

Critical theory and consumer marketing
Author
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