July 2023
Intermediate to advanced
206 pages
7h 27m
English
book
Contemporary Issues in Marketing and Consumer Behaviour, 3rd Edition
by Elizabeth Parsons, Pauline Maclaran, Andreas Chatzidakis, Rachel Ashman
Content preview from Contemporary Issues in Marketing and Consumer Behaviour, 3rd Edition
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8 HIERARCHIES OF KNOWLEDGE IN MARKETING
Introduction
Knowledge is systemically hierarchical. The institutions, cultures and value systems underpinning the work of individuals make it so. Individuals naturally are caught within the apparatus; there are those who grow up in rich territories which offer greater access to opportunities, while others do not. Knowledge is also hierarchical because much of the theory that has been spun in marketing journals hails from institutions at the top of the Global MBA Rankings (Financial Times, 2022), such as Wharton, Columbia and INSEAD. In addition, there are other centres of theoretical marketing excellence, for example, the Nordic school is known as a powerhouse of sophisticated ...
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