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      The discourses of marketing and development: towards 'critical transformative marketing research'

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      Author
      Tadajewski, M.
      Chelekis, J.
      DeBerry-Spence, B.
      Figueiredo, B.
      Kravets, O.
      Nuttavuthisit, K.
      Peñaloza, L.
      Moisander, J.
      Date
      2014-09
      Source Title
      Journal of Marketing Management
      Print ISSN
      0267-257X
      Electronic ISSN
      1472-1376
      Publisher
      Taylor and Francis
      Volume
      30
      Issue
      17-18
      Pages
      1728 - 1771
      Language
      English
      Type
      Article
      Item Usage Stats
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      289
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      Abstract
      In order to understand the connection between development, marketing and transformative consumer research (TCR), with its attendant interest in promoting human well-being, this article begins by charting the links between US ‘exceptionalism’, ‘Manifest Destiny’ and modernisation theory, demonstrating the confluence of US perspectives and experiences in articulations and understandings of the contributions of marketing practice and consumer research to society. Our narrative subsequently engages with the rise of social marketing (1960s-) and finally TCR (2006-). We move beyond calls for an appreciation of paradigm plurality to encourage TCR scholars to adopt a multiple paradigmatic approach as part of a three-pronged strategy that encompasses an initial ‘provisional moral agnosticism’. As part of this stance, we argue that scholars should value the insights provided by multiple paradigms, turning each paradigmatic lens sequentially on to the issue of the relationship between marketing, development and consumer well-being. After having scrutinised these issues using multiple perspectives, scholars can then decide whether to pursue TCR-led activism. The final strategy that we identify is termed ‘critical intolerance’.
      Keywords
      Critical transformative marketing research
      Transformative consumer research
      Critical marketing
      Neoliberalism
      Permalink
      http://hdl.handle.net/11693/12568
      Published Version (Please cite this version)
      http://dx.doi.org/10.1080/0267257X.2014.952660
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