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 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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