Cover image for Philosophical and radical thought in marketing
Philosophical and radical thought in marketing
Firat, A. Fuat.
Publication Information:
Lexington, Mass. : Lexington Books, [1987]

Physical Description:
xxi, 392 pages : illustrations ; 24 cm
Subject Term:

Format :

On Order

Reviews 1

Choice Review

This volume represents a challenge to traditional marketing concepts and logic. The book consists of 21 contributions by, for the most part, recognized marketing experts from academia, as well as introductory remarks by the editors, who are all marketing professors. The result is a somewhat uneven critique of the broad subject of marketing with cries for radical change of that discipline. It makes thought-provoking and stimulating reading for those already familiar with marketing, but others may find it difficult to appreciate exactly what is being criticized. It would have been interesting to have the views of nonacademic marketing practitioners, but it is understandable that those persons are less likely to hold, or to express, radical viewpoints. Although articles on the subject have been written, this appears to be the first monograph published on the topic. Extensive chapter bibliographies. This work belongs in every collection that carries traditional marketing publications, particularly those in academic libraries.-W.C. Struning, Seton Hall University