What is it about?

Springing from an Academy of Marketing special session in Liverpool, UK, this special section of "Marketing Theory" brings together four hard-punching commentaries on marketing as a context, force, system, ideology and philosophy of and for mystification. We are sure you will thoroughly enjoy this set of sharp commentaries. Full-text PDF available via ResearchGate.

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Why is it important?

We can go on merrily believing that marketing is just another simple-minded social process of the contemporary world... or we can "grab the bull by the horns", as these commentaries do, and start exploring marketing as a force of and for mystification.


I am particularly thrilled by the opportunity to feature the brilliant philosophy-based commentary of Romain Laufer, drawing from the ancient debates about sophists, in this special section. The journal "Marketing Theory" (MT) was very kind to invite us to develop this special section. I want to especially thank MT-editor Pauline Maclaran for her perspicacious thinking on key issues of Marketing theory. BTW: Full-text PDF available via ResearchGate.

Dr Nikhilesh Dholakia
University of Rhode Island

Read the Original

This page is a summary of: Marketing as mystification, Marketing Theory, August 2016, SAGE Publications, DOI: 10.1177/1470593115619971.
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