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Title: Critical marketing studies: logical empiricism, 'critical performativity' and marketing practice
Authors: Tadajewski, Mark
First Published: Jun-2010
Publisher: Sage
Citation: Marketing theory, 2010, 10(2), pp.210-222.
Abstract: According to recent statements by prominent Critical Marketing scholars, there remains a problem of how to clarify this ambiguous label for interested colleagues. Beyond the usual gestures to paradigmatic pluralism, epistemological reflexivity and ontological denaturalization (Fournier and Grey, 2000; Tadajewski and Brownlie, 2008; Whittle and Spicer, 2008), I argue that Critical Marketing Studies possesses similar characteristics to the vein of thought promoted by the founding members of the Vienna Circle. Critical Marketing and logical empiricism, I suggest, are not the diametrical opposites that we might otherwise suppose. Subsequently I claim that Critical Marketing Studies needs to engage with marketing actors and this requires a different relationship between Critical scholars and practitioners than may have been the case previously. Finally, I provide an alternative way of thinking about theory production in marketing.
DOI Link: 10.1177/1470593110366671
ISSN: 1470-5931
Type: Article
Description: Full text of this item is not currently available on the LRA. Embargoed until June 2011. The published version is available on the publisher's website at: doi: 10.1177/1470593110366671
Appears in Collections:Published Articles, School of Management

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