Browsing by Author "Arora, Shubhda"
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Revisiting ‘Consumer Needs’ in Marketing: A critical theory Perspective
Arora, Shubhda (Indian Institute of Management, Ahmedabad, 2013)The discipline of marketing needs to critically engage itself in a self-reflexive interrogation with the objective of challenging the underlying assumptions (ontological and epistemological) and probing into the ideologies ...