Marketing and Social Construction: Exploring the Rhetorics of Managed Consumption (Routledge Interpretive Marketing Research)

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Marketing is at the centre of the business education boom: a million or more people worldwide are studying the subject at any one time. Yet despite widespread discontent with the intellectual standards in marketing, very little has changed over the past thirty years. In this ground-breaking new work, Chris Hackley presents a social-constructionist critique of popular approaches to teaching, theorising and writing about marketing.

Drawing on a wide range of up-to-date European and North American studies, Dr Hackley presents his argument on two levels. First, he argues that mainstream marketing's ideologically driven curriculum and research programmes, dominated by North American tradition, reproduce business school myths about the nature of practically relevant theory and the role of professional education in management fields. Second, he suggests a broadened theoretical scope and renewed critical agenda for research, theory and teaching in marketing.

Intellectually rigorous yet comprehensible, this work will be of vital importance to all those interested in the future of teaching and research in business and management.

Marketing and Social Construction: Exploring the Rhetorics of Managed Consumption (Routledge Interpretive Marketing Research) Review

Marketing and Social Construction is not an easy book. The writing is sometimes very funny and engaging but also sometimes complex and long winded. However, if you've any interest in business education and/or social science then it is a must read. Hackley subverts all the usual literary and intellectual conventions of the marketing/business/management book genre. The result is a very appealing read for students, researchers and academics in these fields particularly if they have a critical inclination. Its refreshing and wide in scope, and offers hundreds of useful references for researchers in marketing, organisation and management studies. Its also useful for researchers and students studying psychology or other social sciences. Not to everyone's taste but I loved it: all other marketing books are exposed as populist and cliche-ridden in comparison. It is indispensible for anyone doing a PhD in these fields because it explains what social constructionism means. Frankly I can't imagine any executives having the inclination to read such an iconoclastic and critical book about management theory but if they did they would learn something about how management ideas become popular through university and publishing politics. A very personal point of view, crammed with insights.

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