ABSTRACT
This chapter offers insights into critical marketing by examining the role of critique in consumer research, management studies, and broader intellectual traditions. It draws upon the views of a range of marketing researchers – all engaged in critical work – to contextualize and animate what constitutes critical marketing scholarship. It calls for careful reflection on the goals and gains of critical marketing, offers useful working definitions, and derives several guidelines for critically informed research via examples and anecdotes. After a brief review of what it means to be critical, I turn to commentary from several scholars engaged in critical research, drawing out implications for research and teaching, and providing some directions.
