Decolonising Marketing History: Branding During the Colonial Expansion

Jammulamadaka, Nimruji Prasad

Please use this identifier to cite or link to this item: https://ir.iimcal.ac.in:8443/jspui/handle/123456789/5055

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DC Field	Value	Language
dc.contributor.author	Jammulamadaka, Nimruji Prasad
dc.date.accessioned	2025-04-28T10:16:47Z
dc.date.available	2025-04-28T10:16:47Z
dc.date.issued	2024-11
dc.identifier.isbn	9781032698069
dc.identifier.uri	https://ir.iimcal.ac.in:8443/jspui/handle/123456789/5055
dc.identifier.uri	https://www.routledge.com/Decolonizing-Marketing-Theory-and-Practice-Beyond-Inclusivity-and-Sustainability-Debates/Gilani/p/book/9781032698069?srsltid=AfmBOoodD97K0YDn2e4Bn_OusZGq1uI8NUtOM58_GOIJAOlIffLCLwOr
dc.description	Biosketch: Jammulamadaka, Nimruji Prasad, Indian Institute of Management Calcutta, Kolkata, West Bengal, India	en_US
dc.description	Book Description: In academic institutions worldwide, the call to decolonize the syllabus, curriculum, and the entire university experience is growing louder and more urgent. Yet, the conversation must extend beyond blogs, hashtags, and social media trends. This book dives deep into the critical need to challenge and transform the foundations of marketing education. Addressing the urgent need for deeper conversations, this book delves into the multifaceted process of decolonizing marketing theory and practice to foster a more inclusive field. Through an insightful collection of contributions, this book critically examines the entrenched roots of colonization, capitalism, and inequality, urging us to move beyond simply adding non-white authors and non-Western case studies to the curriculum. Decolonization should begin with a focus on inclusivity and equality, progressing towards the recognition and exploration of diverse contexts and paradigms. Through rigorous analysis and innovative perspectives, this book identifies key areas in marketing pedagogy that require decolonization, urging a move away from exclusionary practices and Western-centric ideologies. It identifies crucial areas where texts, knowledge, and contexts need to be decolonized, advocating for a paradigm shift from a culture of exclusion and Western-centric ideologies to one that embraces inclusivity and a broad range of philosophical perspectives from the non-Western world. Aimed at researchers and academics in the field of marketing, this book offers a profound exploration of teaching and learning dynamics from a more inclusive and diverse perspective. By fostering engagement with a wider audience, it seeks to enrich the discourse around marketing education with a more nuanced and enriched perspective. Decolonizing Marketing Theory and Practice is an essential resource for those committed to creating a more equitable and comprehensive understanding of marketing in a global context.
dc.description	p. 24-41
dc.description	Book Details: Decolonizing Marketing Theory and Practice : Beyond Inclusivity and Sustainability Debates Edited By Hasan Gilani
dc.language.iso	en_US	en_US
dc.publisher	Routledge	en_US
dc.subject	Decolonize	en_US
dc.subject	Colonial Expansion
dc.subject	Marketing History
dc.title	Decolonising Marketing History: Branding During the Colonial Expansion	en_US
dc.type	Book chapter	en_US
Appears in Collections:	Organizational Behavior

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