Being Critical in Marketing Studies: The Imperative of Macro Perspectives

被引：45
作者：
Dholakia, Nikhilesh [1 ,2 ]
机构：
[1] Univ Rhode Isl, Narragansett, RI 02882 USA
[2] Aalborg Univ, Aalborg, Denmark
来源：
JOURNAL OF MACROMARKETING | 2012年 / 32卷 / 02期
关键词：
macromarketing; critical marketing; epistemic barriers; researchscapes; global marketing field; CAPITALISM; CONSUMERS;
D O I：
10.1177/0276146711435844
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
In this article, I argue that an elevated macro-level perspective is imperative for conducting critical studies in the fields of marketing and consumer research. There are epistemic barriers to operating in this manner, and I offer several suggestions for overcoming these barriers. Finally, I review the research spaces for critical studies of marketing in various global settings and conclude that United Kingdom and Nordic Europe have the best epistemic climate, and this region needs to take leadership in promoting greater range of macro and critical studies of marketing in the rest of the world.
引用
收藏
页码：220 / 225
页数：6
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