Local Accounts: Authoring the Critical Marketing Thesis

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Abstract

The critical doctoral student in marketing has to tread a very uneasy path. In the critical thesis, the writer occupies an ambivalent location in relation to their disciplinary culture, as a critic of it, but at the same time negotiating their own acceptance and belonging to that culture through and beyond their doctoral research. Further, the ontologies that often underpin critical marketing doctorates contain a commitment to challenge the very foundations of the thesis genre and its assumed worlds of knowledge and knowledge making. At the same time there is a need to satisfy the requirements of this modernist genre, to produce a piece of research that scientifically makes an original contribution to a given field of knowledge.
Original languageEnglish
Title of host publicationCritical Marketing
Subtitle of host publicationDefining the field
EditorsMichael Saren, Pauline Maclaran, Christina Goulding, Richard Elliott, Avi Shankar, Miriam Caterall
Place of PublicationLondon
PublisherRoutledge
Chapter5
Pages69-81
Number of pages13
Edition1st
ISBN (Electronic)9780080549767
ISBN (Print)9781138441194, 9780750680660
Publication statusPublished - 31 May 2007
Externally publishedYes

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Bettany, S. (2007). Local Accounts: Authoring the Critical Marketing Thesis. In M. Saren, P. Maclaran, C. Goulding, R. Elliott, A. Shankar, & M. Caterall (Eds.), Critical Marketing: Defining the field (1st ed., pp. 69-81). London: Routledge.