Is consumerism only what Philip Kotler says it is? A decolonial analysis on failures, hierarchies, and exclusions

The mainstream area of marketing maintains that consumerism is a social movement that seeks to support consumers against corporate wrongdoings. Led by the area's canons, particularly Philip Kotler, marketing has associated consumerist values with neoliberal-capitalist principles; however, it ha...

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Veröffentlicht in:	Journal of marketing management 2023-06, Vol.39 (9-10), p.756-781
Hauptverfasser:	Hemais, Marcus Wilcox, Rodrigues, Laís
Format:	Artikel
Sprache:	eng
Schlagworte:	Canons Consumer protection Consumerism Consumers decolonialism Decolonization Hegemony Hierarchies hierarchies of power locus of enunciation Marketing Neoliberalism Social movements universalisation of knowledge
Online-Zugang:	Volltext
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