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Critical Reflections on the Marketing Concept and Consumer Sovereignty

Tadajewski, M.

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Authors

M. Tadajewski



Contributors

M. Tadajewski tsmj44@durham.ac.uk
Editor

M. Higgins
Editor

J. Denegri-Knott
Editor

R. Varman
Editor

Abstract

This chapter engages with mainstream concepts in marketing – the marketing concept, consumer sovereignty and exchange. It offers a critical evaluation of the assumptions and effects in practice. The chapter looks at the marketing system with fresh, critical eyes, and examines the marketing concept and consumer sovereignty. The linkage of the marketing concept and sovereignty was called a paradox and problematized. The chapter engages with the connecting concept between the ideas – the notion of exchange – and illuminated how this hinges on the rhetoric of mutual benefit and arguments about equality. It concludes with a discussion of a contemporary research direction for marketing that holds the potential to shatter the concept of sovereignty still further: the biopolitical management of populations and physiological management of the individual. This unification of biology with marketing has been cited as a potentially fruitful area of research by some; critical scholars and educated observers should view it with a great deal of concern.

Citation

Tadajewski, M. (2018). Critical Reflections on the Marketing Concept and Consumer Sovereignty. In M. Tadajewski, M. Higgins, J. Denegri-Knott, & R. Varman (Eds.), The Routledge companion to critical marketing (196-224). Routledge. https://doi.org/10.4324/9781315630526-12

Acceptance Date Aug 29, 2017
Online Publication Date Sep 21, 2018
Publication Date Sep 21, 2018
Deposit Date Aug 30, 2017
Publicly Available Date Mar 21, 2020
Publisher Routledge
Pages 196-224
Series Title Routledge companions in business, management and accounting
Book Title The Routledge companion to critical marketing.
ISBN 9781138641402
DOI https://doi.org/10.4324/9781315630526-12

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