Document Type

Article

Date of Original Version

5-23-2012

Embargo Date

5-23-2013

DOI

10.1177/0276146711435844

Abstract

In this article, I argue that an elevated macro-level perspective is imperative for conducting critical studies in the fields of marketing and consumer research. There are epistemic barriers to operating in this manner, and I offer several suggestions for overcoming these barriers. Finally, I review the research spaces for critical studies of marketing in various global settings and conclude that United Kingdom and Nordic Europe have the best epistemic climate, and this region needs to take leadership in promoting greater range of macro and critical studies of marketing in the rest of the world.

Publisher Statement

Published by Sage Publications on behalf of the Macromarketing Society.

© Copyright The Author(s) 2012.

Reprints and permission: sagepub.com/journalsPermissions.nav

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