• Login
    View Item 
    •   IIMA Institutional Repository Home
    • Conference Proceedings
    • 3rd Biennial Conference of the Indian Academy of Management (IAM), 2013
    • View Item
    •   IIMA Institutional Repository Home
    • Conference Proceedings
    • 3rd Biennial Conference of the Indian Academy of Management (IAM), 2013
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Revisiting ‘Consumer Needs’ in Marketing: A critical theory Perspective

    Thumbnail
    View/Open
    CMS-PP-327-Revisiting_‘Consumer_Needs’_in_Marketing-175-Arora_b.pdf (273.4Kb)
    Date
    2013
    Author
    Arora, Shubhda
    Metadata
    Show full item record
    Abstract
    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 of the dominant paradigm. Such an engagement will infuse plurality in the understanding of marketing theory. To achieve this end, the paper draws heavily from the Marxist tradition and the subsequent Frankfurt and Foucauldian school of thought. This paper questions the concept of ‘consumer needs’ which are considered to be the very core of marketing. The profit orientation of marketing and the problem solving managerial focus has been looked through the frames of critical theory.
    URI
    http://hdl.handle.net/11718/11500
    Collections
    • 3rd Biennial Conference of the Indian Academy of Management (IAM), 2013 [124]

    DSpace software copyright © 2002-2016  DuraSpace
    Contact Us | Send Feedback
    Theme by 
    Atmire NV
     

     

    Browse

    All of IIMA Institutional RepositoryCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    Login

    Statistics

    View Usage Statistics

    DSpace software copyright © 2002-2016  DuraSpace
    Contact Us | Send Feedback
    Theme by 
    Atmire NV