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Ideology for the 10 billion: introduction to globalization of marketing ideology

Eckhardt, Giana M., Dholakia, Nikhilesh and Varman, Rohit 2013, Ideology for the 10 billion: introduction to globalization of marketing ideology, Journal of macromarketing, vol. 33, no. 1, pp. 7-12, doi: 10.1177/0276146712465185.

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Title Ideology for the 10 billion: introduction to globalization of marketing ideology
Author(s) Eckhardt, Giana M.
Dholakia, Nikhilesh
Varman, Rohit
Journal name Journal of macromarketing
Volume number 33
Issue number 1
Start page 7
End page 12
Total pages 6
Publisher Sage
Place of publication London, Eng.
Publication date 2013-03
ISSN 0276-1467
1552-6534
Keyword(s) globalization
ideology
macromarketing
marketing
neoliberalism
Summary Discussions of ideology are akin to walking a tightrope, especially in a discipline that largely views itself as nonideological, but whose concepts are used to advance ideas and ideologies of all kinds. Through three insightful refereed articles and four invited commentaries, this special issue of the Journal of Macromarketing manages to walk the tightrope, even though the balance bar lurches dangerously to one side and then to the other. As the special issue editors, in this introductory essay, we set up the context for discussions of ideology and marketing, provide some of our views, and then introduce the seven contributions via brief previews.
Language eng
DOI 10.1177/0276146712465185
Field of Research 150506 Marketing Theory
1505 Marketing
2103 Historical Studies
1399 Other Education
Socio Economic Objective 910403 Marketing
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2012, The Authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30080029

Document type: Journal Article
Collection: Department of Marketing
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