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Being Critical in Marketing Studies: The Imperative of Macro Perspectives
College of Business Administration Faculty Publications
  • Nikhilesh Dholakia, University of Rhode Island
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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.

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Citation Information

Dholakia, Nikhilesh, "Being Critical in Marketing Studies: The Imperative of Macro Perspectives," Journal of Macromarketing v. 32, no. 2 (June 2012): 220-225.

DOI: 10.1177/0276146711435844