Critical marketing in the classroom: possibilities and challenges
Miriam Catterall
(Lecturer in Marketing, School of Management, University of Ulster, Newtownabbey, Northern Ireland)
Pauline Maclaran
(Reader in Marketing, Faculty of Business and Law, De Montfort University, Leicester, UK)
Lorna Stevens
(Lecturer, University of Ulster, Newtownabbey, Northern Ireland)
3020
Abstract
Critical marketing studies are currently on the margins of the discipline, and the ideas and challenges to conventional marketing thought posed by these critiques are rarely examined in the marketing classroom. Drawing largely from debates in the management literature, discusses the problems and considers the possibilities of integrating critical reflection into the marketing curriculum.
Keywords
Citation
Catterall, M., Maclaran, P. and Stevens, L. (1999), "Critical marketing in the classroom: possibilities and challenges", Marketing Intelligence & Planning, Vol. 17 No. 7, pp. 344-353. https://doi.org/10.1108/02634509910301205
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited