ABSTRACT

This chapter offers an account of classical ideas that provide material for the critical perspective that is needed in order to scrutinize the practice of marketing work. These critical classics comprise ideas from Karl Marx, the Frankfurt School's critical theory. The chapter presents the main areas of critical studies of marketing work. These are: studies of the production of the seller–buyer relation, studies of the production of marketing plans and strategies, studies of the production of market intelligence and knowledge, and studies of the production of the marketing organization. The chapter discusses some definitions and limitations of the notion of marketing work. It also presents of some of the themes addressed in contemporary critical research on the work of marketing, and some outlines of future avenues and challenges for the research. The chapter focuses on the outcomes of the writing and talking done by marketing workers.