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Does the Marketing Concept Work? Are Consumer Behavior Models really effective? How Can Marketing Studies Respond tCriticisms? This key text introduces the essentials of critical thinking within the field of marketing in easy tread and understandable terms Integrating critical perspectives with the topics of the typical marketing curriculum Chris Hackley has produced an indispensable supporting text for upper level, undergraduate Marketing coursesCoverage includes:Historical origins and influences in marketingIntroduction tthe concept of a Critical TheoryMarketing orientation and the marketing mixCritique of marketing principlesMarketing and strategy The role of research dataResearch ideologyMarketing communicationsEach chapter includes review questions, case studies reflecting issues in the chapters, along with supporting case questions and reflections, and vignettes that cover stimulating practical examples
