Decolonizing Marketing Theory and Practice

Beyond Inclusivity and Sustainability Debates
1. Auflage 2024
ISBN: 978-1-032-69806-9
Verlag: Routledge

Buch, Englisch, 274 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 587 g

Reihe: Routledge Studies in Marketing

In academic institutions worldwide, the call to decolonize the syllabus, curriculum, and the entire university experience is growing louder and more urgent. Yet, the conversation must extend beyond blogs, hashtags, and social media trends. This book dives deep into the critical need to challenge and transform the foundations of marketing education. Addressing the urgent need for deeper conversations, this book delves into the multifaceted process of decolonizing marketing theory and practice to foster a more inclusive field. Through an insightful collection of contributions, this book critically examines the entrenched roots of colonization, capitalism, and inequality, urging us to move beyond simply adding non-white authors and non-Western case studies to the curriculum. Decolonization should begin with a focus on inclusivity and equality, progressing towards the recognition and exploration of diverse contexts and paradigms.

Through rigorous analysis and innovative perspectives, this book identifies key areas in marketing pedagogy that require decolonization, urging a move away from exclusionary practices and Western-centric ideologies. It identifies crucial areas where texts, knowledge, and contexts need to be decolonized, advocating for a paradigm shift from a culture of exclusion and Western-centric ideologies to one that embraces inclusivity and a broad range of philosophical perspectives from the non-Western world.

Aimed at researchers and academics in the field of marketing, this book offers a profound exploration of teaching and learning dynamics from a more inclusive and diverse perspective. By fostering engagement with a wider audience, it seeks to enrich the discourse around marketing education with a more nuanced and enriched perspective. Decolonizing Marketing Theory and Practice is an essential resource for those committed to creating a more equitable and comprehensive understanding of marketing in a global context.

Zielgruppe

Postgraduate

Autoren/Hrsg.

Gilani, Hasan

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Wirtschaftswissenschaften Wirtschaftswissenschaften: Berufe, Ausbildung, Karriereplanung

Inhaltsverzeichnis

Part I: Decolonizing the Marketing Landscape - a paradigm shift  1. A New Educational Paradigm to Decolonise Marketing Education and Practice  2. Decolonising Marketing History: Branding during the Colonial Expansion  3. Zooming in on Decolonial brand-building: A study of two contrasting experiences from modernizing India  4. Technology and Innovation to Decolonise Marketing Research Methods  Part II: Going beyond the Inclusivity and Diversity debates in Marketing theory and practice.  5. Decolonizing Branding: Applying Chinese Principles of Relationships, Loyalty, And Personality  6. Beyond diversity: towards a disability inclusive marketing  7. Inclusivity and Diversity: Marketing Exercise or a Real Commitment?  Part III: Towards a sustainable pedagogical approach  8. Circular Pedagogy – Towards a Sustainable Yet Inclusive Educational Model  9. Developing an intersectional marketing curriculum: Reflecting in action  10. Transdisciplinary Education for Smart Sustainable Development  11. Decolonizing Marketing Education through Circular Pedagogy in Latin America: A Digital Service-Learning Program on Marginalized Businesswomen  12. Artificial Intelligence in Marketing Education

Über Autor(innen)

Hasan Gilani has been working in the world of academia for more than 24 years now, most of which has been achieved in the UK's higher education sector. He also serves as a consultant and trainer on brand management and customer relationship management (CRM) for many international organizations across the world. With his PhD in Brand Management, he has been publishing on the subject areas of retail corporate branding, knowledge management, corporate identity, Shariah Finance, and more recently on Six Sigma and post-COVID employee brand behaviour.

Gilani has extensive corporate managerial experience with fast moving consumer goods (FMCG) and retail organizations. He has previously worked with international brands including Motorola, Pepsi Cola, Marks and Spencer, National Grid, OCR, and Debenhams in the areas of corporate marketing, customer services, event sponsorships, and consumer retail. He has also worked as a consultant in the international development and NGO sector, working jointly with German, Dutch and British organizations as well as conducting academic research with retail giants such as Sainsbury's, Marks and Spencer, Aldi, and John Lewis.

Serving as a Principal Lecturer at the University of Brighton’s School of Business and Law, Dr. Gilani has the additional role of Inclusive Practice lead where he is currently working on "Decolonizing the curriculum" – a project where his team looks into making the courses diverse, inclusive, and dismantles the colonized pedagogical practices, in order to have a realm of diversified knowledge from all parts of the world.