Marketing theory and critique

This commentary reflects on 25 years of Marketing Theory as a key site for critique. Work on consumer wellbeing, marketing history, research methodology and theory has established a tradition that is both persistent in its scepticism and adaptive to changing conditions of capitalism. Marketing systems today are marked by precarity, exclusion and digital disruption, and the categories of consumer, market and brand are increasingly unstable. Against this backdrop, Marketing Theory remains a primary forum for critique that sustains the possibility of an intellectual imagination and keeping open the possibility to imagine and contemplate alternatives.