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.
The following have contributed to this page: Dr Nikhilesh Dholakia