Click below for links to full text journal articles that will provide a deeper understanding of the topics in each chapter:

Chapter 1:

Shaw, E.H. and Jones, D.G.B. (2005) 'A History of Schools of Marketing Thought', Marketing Theory 5(3): 239-281

Wilkie, W.L. and Moore, E.S. (2006) 'Macromarketing as a Pillar of Marketing Thought',
Journal of Macromarketing 26(2): 224-232.

Jones, D.G.B. and Richardson, A. (2007) 'The Myth of the Marketing Revolution', Journal of Macromarketing 27(1): 15-24.

Monieson, D.D. (1988) 'Intellectualization in Macromarketing: A World Disenchanted', Journal of Macromarketing 8(Fall): 4-10.

Tadajewski, M. (2006) 'Remembering Motivation Research: Toward an Alternative Genealogy of Interpretive Consumer Research', Marketing Theory 6(4): 429-465.

Chapter 2:

Fox, K.F.A., Skorobogatykh, I.I., and Saginova, O.V. (2005) 'The Soviet Evolution of Marketing Thought, 1961-1991: From Marx to Marketing', Marketing Theory 5(3): 283-307.

Firat, A.F. and Dholakia, N. (2006) 'Theoretical and Philosophical Implications of Postmodern Debates: Some Challenges to Modern Marketing', Marketing Theory 6(2): 123-162.

Bristor, J. and Fischer, E. (1995) 'Exploring Simultaneous Oppressions: Toward the Development of Consumer Research in the Interest of Diverse Women', American Behavioral Scientist 38(4): 526-536.

Gabriel, Y. and Lang, T. (2008) 'New Faces and New Masks of Today's Consumer', Journal of Consumer Culture 8(3): 321-340.

Honneth, A. (2004) 'Organized Self-Realization: Some Paradoxes of Individualization', European Journal of Social Theory 7(4): 463-478.

Chapter 3:

Caruana, R. Crane, A. and Fitchett, J.A. (2008) Paradoxes of consumer independence: a critical discourse analysis of the independent traveller, Marketing Theory, 8: 253 - 272.

Kelly-Holmes, H. (1998). The discourse of western marketing professionals in central and eastern Europe: Their role in the creation of a context for marketing and advertising messages. Discourse and Society, 9(3), 339-362.

Zwick D., Bonsu S.K., Darmody A. (2008) Putting consumers to work: 'Co-creation' and new marketing govern-mentality, Journal of Consumer Culture, 8 (2), pp. 163-196.

Chapter 5:

Alvesson, M. (1998) 'Gender Relations and Identity at Work: A Case Study of Masculinities and Femininities in an Advertising Agency', Human Relations 51(8): 969-1005.

Ellis, N (2008), '"What the Hell is That?": Representations of Professional Services Markets in The Simpsons', Organization 15 (5): 705-723.

Svensson, P. (2007) 'Producing Marketing: Towards a Socio-Phenomenology of Marketing Work', Marketing Theory 7(3): 271-290.

Walker, I., Tsarenko, Y., Wagstaff, P., Powell, I., Steel, M. and Brace-Govern, Y. (2009) 'The Development of Competent Marketing Professionals', Journal of Marketing Education 31(3): 253-263.

Chapter 6:

Araujo, L. (2007) Markets, Market-making and Marketing, Marketing Theory 7(3), pp 211-226.

Blois, K. (2003) 'B2B' Relationships - A Social Construction of Reality? A Study of Marks and Spencer and One of Its Major Suppliers, Marketing Theory 3(1), pp 79-95.

Tadajewski, M. (2009) The Foundations of Relationship Marketing: Reciprocity and Trade Relations, Marketing Theory 9(1), pp 9-38

Chapter 7:

Schwarzkopf, Stefan (2009) 'Discovering the Consumer: Market Research, Product Innovation, and the Creation of Brand Loyalty in Britain and the United States in the Interwar Years', Journal of Macromarketing, Vol. 29 Issue 1, p8-20, 13p

Chapter 8:

Same as in Chapter 2: Gabriel, Y. & Lang, T. (2008) 'New Faces and New Masks of Today's Consumer', Journal of Consumer Culture, 8(3): 321-340.

Ozanne, J.L. & Murray, J.B. (1995) 'Uniting Critical Theory and Public Policy to Create the Reflexively Defiant Consumer', American Behavioral Scientist, 38(4): 516-525.

Arnould, E. (2007) 'Should Consumer Citizens Escape the Market?', Annals of the American Academy of Political and Social Science. 611: 96-111.

Diversi, M. (2006) 'Street Kids in Nikes: In Search of Humanization Through the Culture of Consumption', Cultural Studies-Critical Methodologies, 6(3): 370-390.

Sandlin, J.A. & Callahan, J.L. (2009) 'Deviance, Dissonance, and Détournement: Culture jammers' use of emotion in consumer resistance', Journal of Consumer Culture, 9(1): 79-115.

Chapter 9:

Roberson, J. (2005) 'Fight!! Ippatsu!! "Genki" Energy Drinks and the Marketing of Masculine Ideology in Japan', Men and Masculinities, 7(4): 365-384.

Dwyer, R.E. (2009) 'Making a Habit of It: Positional Consumption, Conventional Action and the Standard of Living', Journal of Consumer Culture, 9(3): 328-347.

Newholm, T. and Hopkinson, G.C. (2009) 'I just tend to wear what I like: Contemporary consumption and the paradoxical construction of individuality', Marketing Theory, 9(4): 439-462.

Chapter 10:

Prothero, A. and Fitchett, J. A. (2000) 'Greening Capitalism: Opportunities for a Green Commodity', Journal of Macromarketing, 20: 46-55.

Carducci, V. (2006) 'Culture Jamming: A Sociological Perspective', Journal of Consumer Culture, 6(1): 116-138.

Mansfield, B. (2003) ''Imitation crab' and the material culture of commodity production', Cultural Geographies, 10: 176-195

Chapter 11:

Trentmann, F. (2009) 'Crossing Divides: Consumption and Globalization in History', Journal of Consumer Culture, 9(2): 187-220

Böhm, S. and Brei, V. (2008) 'Marketing the Hegemony of Development: Of Pulp Fictions and Green Deserts', Marketing Theory, 8(4): 339-366.

Laczniak, G.R. and Murphy, P.E. (2006) 'Normative Perspectives for Ethical and Socially Responsible Marketing', Journal of Macromarketing, 26(2): 154-177

Grein, A.F. and Gould, S.J. (2007) 'Voluntary Codes of Ethical Conduct: Group Membership Salience and Globally Integrated Marketing Communications Perspectives', Journal of Macromarketing 27(3): 289-302.

Nason, R.W. (2008) 'Structuring the Global Marketplace: The Impact of the United Nations Global Compact', Journal of Macromarketing 28(4): 418-425.