Document Type
Article
Date of Original Version
5-23-2012
Embargo Date
5-23-2013
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.
Citation/Publisher Attribution
Dholakia, Nikhilesh, "Being Critical in Marketing Studies: The Imperative of Macro Perspectives," Journal of Macromarketing v. 32, no. 2 (June 2012): 220-225.
Terms of Use
All rights reserved under copyright.
Publisher Statement
Published by Sage Publications on behalf of the Macromarketing Society.
© Copyright The Author(s) 2012.
Reprints and permission: sagepub.com/journalsPermissions.nav