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Producing historical critical marketing studies: theory, method and politics

Producing historical critical marketing studies: theory, method and politics Purpose – This paper calls attention to the importance of historical research within “critical marketing studies”. It seeks to articulate a historical perspective based on the work of Michel Foucault. Design/methodology/approach – This paper is based on a close reading of relevant Foucaultian primary and secondary texts. Findings – Foucault's scholarship provides a useful counterpoint to the calls for critical theory to form the central paradigm in critical marketing studies, revealing a complex constellation of power/knowledge relations underpinning marketing theory, thought and pedagogy. Originality/value – This is a close reading and examination of a theoretically sophisticated, rigorous scholar who remains largely underexplored in relation to marketing theory and the history of marketing thought. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

Producing historical critical marketing studies: theory, method and politics

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1755-750X
DOI
10.1108/17557501111183662
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper calls attention to the importance of historical research within “critical marketing studies”. It seeks to articulate a historical perspective based on the work of Michel Foucault. Design/methodology/approach – This paper is based on a close reading of relevant Foucaultian primary and secondary texts. Findings – Foucault's scholarship provides a useful counterpoint to the calls for critical theory to form the central paradigm in critical marketing studies, revealing a complex constellation of power/knowledge relations underpinning marketing theory, thought and pedagogy. Originality/value – This is a close reading and examination of a theoretically sophisticated, rigorous scholar who remains largely underexplored in relation to marketing theory and the history of marketing thought.

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: Nov 8, 2011

Keywords: Critical marketing studies; Marketing history; History of marketing thought; Poststructuralism; Critical theory; Cold War; Marketing; Research work

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