Modes of engagement for critical marketing: oppositional, revivalist and therapeutic

This commentary reflects on the scope for expanding disciplinary space for the potential of critical marketing, focussing particularly on how the critical marketing project relates to conventional or ‘mainstream’ marketing. It proposes three types of engagement: i.e. the oppositional mode, the revivalist mode and the therapeutic mode. These are outlined following an initial consideration of the nature of discipline in marketing and the domain of critical marketing.