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Critical marketing studies: logical empiricism, 'critical performativity' and marketing practice

By Mark Tadajewski


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:\ud doi: 10.1177/1470593110366671According 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

Publisher: Sage
Year: 2010
DOI identifier: 10.1177/1470593110366671
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