Ideology for the 10 Billion

  • Introduction to Globalization of Marketing Ideology
  • Giana M. Eckhardt, Nikhilesh Dholakia, Rohit Varman
  • Journal of Macromarketing, November 2012, SAGE Publications
  • DOI: 10.1177/0276146712465185

Marketing AS Ideology? Not such a quixotic idea...!!

What is it about?

Giana Eckhardt and Nikhilesh Dholakia started discussions on doing a special issue on the links between ideology and marketing. Dholakia mentioned the considerable research output of Rohit Varman in this area. He was invited and joined in as the third editor. A global group of very significant papers -- a combination of competitive and papers and selected invited pieces -- make up this special issue. Our introductory piece also provides a general window into the role of ideology in academic knowledge work in marketing.

Why is it important?

Markets, marketization, marketing... these play increasingly ideological roles in the contemporary world. Business school research either is unaware of or ignores its ideological underpinnings. This special issue collects such perspectives, from marketing scholars.


Dr Nikhilesh Dholakia
University of Rhode Island

One impact -- of this publication and more importantly of the special issue that this article introduced -- has been to ignite some interest in exploring the role of ideology in the b-school research disciplines, particularly marketing.

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The following have contributed to this page: Dr Nikhilesh Dholakia