ABSTRACT
This chapter aims to accomplish a number of objectives, and discusses a history of marketing theory and practice that permits us to juxtapose the views of mainstream and Critical Marketing scholarship. It explains existing genealogical accounts of the development of critical perspectives in marketing. There have been numerous writers who have offered critical commentary on marketing in some respect. The chapter also provides an overview of this book. The book provides an overview of postmodernism and its relationship to Critical Marketing. It explores the history of feminism and its connection to the marketplace. The book notes the bifurcation of feminist discourse in the period between 1988 and 2010, with some academics making a case for the importance of the market in advancing a feminist agenda, while others saw the embrace of feminism and associated argumentation as a form of co-optation that diluted the political edge of this "big tent" of perspectives.
