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Marketing Ideology and Mass Media

In: Marketing in Context

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  • Chris Hackley

Abstract

From a consumer perspective, marketing stands for color, creativity, and cunning; it is glitzy, ritzy, dirty, fl irty, and fun. But, it is also an important subject of study in view of its economic impact and pervasive social infl uence. Popular understanding of marketing’s ideas has permeated through to political, public sector and policy bodies, and in this role marketing’s assumed value often seems unquestioned and beyond critique. I want to make a case here for a contextual approach to understanding marketing techniques and effects, on managerial, policy, and also educational grounds. As part of this effort, I also want to promote a critical and demystified understanding of this enigmatic topic. To try to do this I will touch on a selection of ideas from literary theory and cultural studies that are not typically invoked in how-to marketing books.

Suggested Citation

  • Chris Hackley, 2013. "Marketing Ideology and Mass Media," Palgrave Macmillan Books, in: Marketing in Context, chapter 0, pages 59-88, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-29711-2_3
    DOI: 10.1057/9781137297112_3
    as

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