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Title: Ideology for the 10 Billion: Introduction to Globalization of Marketing Ideology
Authors: Eckhardt, Giana M.
Dholakia, Nikhilesh
Varman, Rohit
Keywords: Globalization
Issue Date: 2013
Publisher: SCOPUS
Journal of Macromarketing
Series/Report no.: 33(1)
Abstract: Discussions of ideology are akin to walking a tightrope, especially in a discipline that largely views itself as nonideological, but whose concepts are used to advance ideas and ideologies of all kinds. Through three insightful refereed articles and four invited commentaries, this special issue of the Journal of Macromarketing manages to walk the tightrope, even though the balance bar lurches dangerously to one side and then to the other. As the special issue editors, in this introductory essay, we set up the context for discussions of ideology and marketing, provide some of our views, and then introduce the seven contributions via brief previews. © The Author(s) 2012
Description: Eckhardt, Giana M., Suffolk University-Marketing, 8 Ashburton Place, Boston, MA 02108, United States; Dholakia, Nikhilesh, University of Rhode Island, United States; Varman, Rohit, Indian Institute of Management, Calcutta, India
ISSN/ISBN - 2761467
DOI - 10.1177/0276146712465185
Appears in Collections:Marketing

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