ABSTRACT
Postcolonial theory is a framework for better understanding the complex relationship between the Global North and the Global South that continues to inscribe contemporary discourses of identity, race, modernity, and development. This chapter draws upon postcolonial theory to mount a critique of Eurocentrism and to offer a different imagination of the discipline. It utilizes the term Eurocentrism broadly to include the countries in the Global North with the United States at its center. The chapter summarizes some of the key ideas in postcolonial theory and to help critical marketing scholarship to interrogate the relationships of power that are taken for granted. It explains the usefulness of the key developments in postcolonial theory for widening the purview of critical marketing. The chapter examines the role of modernity, hybridity, ambivalence, and violence in shaping postcoloniality. It delves into the question of subalternity to offer it as an alternative imperative for imagining the discipline in a postcolonial society.
