 Marketing Ideology and Social PolicyChris Hackley Chapter Chapter 5 in Marketing in Context, 2013, pp 115-140 from Palgrave Macmillan Abstract: Abstract Before leaving the topic of ideology in marketing, I want to mention one other source, in addition to ideologies of media communication, and ideologies of space. Marketing is itself a source of ideology, through its conventional axioms, concepts, and values, conveyed via mainstream text books and courses. The reason this is relevant here is that, before trying to engage with strategies for putting contextual marketing into practice, some myths about marketing need to be exposed. Many of the problems with marketing implementation arise because of misconceptions about what it is and what it can accomplish, and the major source of these misconceptions is marketing itself. Business schools are especially culpable in cleaving to a formulaic notion of marketing that suits the commodification of higher education and seems to fit with a wider neo-liberal agenda, but fails to articulate the particularities of practice. The educational route to a marketing career entails a good deal of learning that has to be unlearned once practice is encountered. Keywords: Social Marketing; Marketing Campaign; Brand Position; Social Marketing Campaign; Marketing Study (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-29711-2_5 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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