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2014 | OriginalPaper | Buchkapitel
What Is Critical Marketing Studies? Reading Macro, Social, and Critical Marketing Studies
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Recently, a variety of research approaches have come together under the banner of Critical Marketing Studies. The purpose of this chapter is to briefly review this orientation, differentiating it from mainstream macromarketing and social marketing. Schematically, we can say that macromarketing and social marketing are evangelical about the further extension of markets, marketing theories and concepts to ever wider spheres of the social world (Böhm & Brei, 2008; Moor, 2011). Out of the two, macromarketing is closest in orientation to Critical Marketing. Social marketing is more questionable and I offer a cautionary evalua. tion of ‘critical social marketing’.