Marketing theory and critical phenomenology: exploring the human side of management practice

@inproceedings{Ardley2011MarketingTA,
  title={Marketing theory and critical phenomenology: exploring the human side of management practice},
  author={Barry Ardley},
  year={2011}
}
Purpose – This paper uses phenomenology as a critical theoretical lens through which to view marketing management theory. The aim is to demonstrate that it can uncover the extent to which established theory neglects the human side of marketing.Design/methodology/approach – To facilitate a phenomenological discussion, the critical framework of Mingers is utilised. This identifies a critique of rhetoric, of tradition, of authority and of objectivity. Secondary sources are then used to highlight… CONTINUE READING

Similar Papers

Citations

Publications citing this paper.
SHOWING 1-10 OF 10 CITATIONS

Practical Application of Theory in Business

VIEW 12 EXCERPTS
CITES BACKGROUND & METHODS
HIGHLY INFLUENCED

Symmetrical and asymmetrical outcomes of leader anger expression: A qualitative study of army personnel

  • Human relations; studies towards the integration of the social sciences
  • 2016
VIEW 2 EXCERPTS
CITES RESULTS & BACKGROUND