What is it about?
Professor Kazuo Usui of Saitama University in Japan organized a special session at the Japan Society of Distributive Sciences in Osaka, where my talk on this topic was invited. Later, Professor Mark Tadajewski provided many comments to improve this piece, and Professor Terrence ("Terry") Witkowski, editor of 'Journal of Macromarketing', provided additional comments to strengthen the paper.
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Why is it important?
This paper could be seen as a "lay of the land" mapping of the researchscape in marketing, indicating the relative sizes and rewards of mainstream, interpretive, and (most importantly) critical work. The main idea I want to convey is that critical work faces many (often dangerous) obstacles but, once successfully published, is extremely rewarding because it offers pathways to renewal that mainstream and interpretive works don't.
Perspectives
It has been heartening to see the reception this relatively short paper, outlining the challenges of critical perspectives in marketing, has received and continues to receive. In the Resources section and other relevant places, I shall strive to provide pointers to good critical work in marketing.
Dr Nikhilesh Dholakia
University of Rhode Island
Read the Original
This page is a summary of: Being Critical in Marketing Studies, Journal of Macromarketing, March 2012, SAGE Publications, DOI: 10.1177/0276146711435844.
You can read the full text:
Resources
Mark Tadajewski - A veritable portal into Critical Marketing Studies
Professor Mark Tadajewski has been systematically collecting and assembling (and providing contemporaneous access) to a vast range of critical studies in marketing, including some of the early works of A. Fuat Fırat and Nikhilesh Dholakia.
MAS Profile of Nikhilesh Dholakia
Author's profile via MAS bibliographic search service.
Prof James Fitchett: Continually Breaking New Critical Ground
The continuing work of Professor James Fitchett at University of Leicester in UK is important for all those who want to explore marketing and consumption from critical perspectives.
Critical Clarion Calls by Prof Mike Saren
Professor Mike Saren at University of Leicester in UK, in many of his writings, provides a clarion call – as well as sound exemplars – to explore marketing and consumption from critical perspectives.
Postcolonial Critical Voice of Professor Rohit Varman
There is no better contemporary scholar providing critical postcolonial perspectives on marketing and consumption than Professor Rohit Varman.
A. Fuat FIRAT: Pioneer innovative critical marketing thinker
This piece is an interview of A. Fuat FIRAT by Alan BRADSHAW and Nikhilesh DHOLAKIA
Alan Bradshaw: Sharp critical insights into Marketing
A researcher that anyone interested in critical marketing studies must follow.
Douglas Brownlie: Critical marketing scholar... and mellifluous saxophonist
A delightfully irreverent critical marketing studies voice from Scotland.
Detlev Zwick: Critical strokes with a soft brush
Read the research output of Detlev Zwick to glean the soft, subtle style in which he provides critical analysis and interpretation of marketing.
Google Scholar Page: Nikhilesh Dholakia
Portal to some other critical marketing work.
Google Scholar Page: A. Fuat FIRAT
My good friend and frequent collaborator, A. Fuat FIRAT, is the most established, consistent critical voice in marketing... and it continues to ring loud well into the 21st century.
ImpactStory Page: Nikhilesh Dholakia
This portal tracks impact of research in various ways... This paper is tracked prominently, for example.
Contributors
The following have contributed to this page
