Why Nike Gets an Image of “Bad Boys”

Topic

Why does Nike get an image of “bad boys”?

Instructions

Words: 3500

References: 27, Harvard.

Essay Title: Why does Nike get an image of “bad boys”?

Guidelines:

  1. USE CONCEPTUAL AND THEORETICAL ISSUES FROM LECTURES.
  2. MUST USE COURSEBOOK – Hackley, C. (2009) Marketing- A Critical Introduction. Sage, London.
  3. It is NOT a case study, so explore the broader themes too.
  4. The essay should express your ideas on what critical marketing means, drawing on the course material and the course text book, and on any other relevant works.

Suggested reading

Essential Text

Hackley, C. (2009) Marketing- A Critical Introduction, London, Sage.

 

Useful additional texts

On issues in advertising and promotion:

Hackley, C. and Hackley, R.A. (2015) Advertising and Promotion) (3rd Edn), Sage, London) ISBN: 9781446280720.

https://study.sagepub.com/hackley

Hackley, C. (2013) Marketing In Context. Palgrave MacMillan.

Brown, S. (1995) Postmodern Marketing, London, ITBP

Brownlie, D., Saren, M., Wensley, R. and Whittington, R. (Eds) (1999) Re-Thinking Marketing: Towards Critical Marketing Accountings, London, Sage

Ellis, N., Fitchett, J., Higgins, M., Jack, G., Lim, M., Saren, M. & Tadajewski, M. (2011). Marketing: A Critical Textbook. London: Sage.

Leiss, W., Kline, S., Jhally, S. and Botterill, J. (2005) Social Communication in Advertising: Consumption in the Mediated Marketplace, Third Edition. London: Routledge.

Maclaran, P., Saren, M., Stern, B. and Tadajewski, M. (eds.) (2009) The SAGE Handbook of Marketing Theory. London: Sage.

Tadajewski, M. and Brownlie, D. (2008) (Eds) Critical Marketing-Issues in Contemporary Marketing, London, Wiley

Tadajewski, M. and Maclaran, P. (eds.) (2009) Critical Marketing Studies, Three Volumes. London: Sage.

Tadajewski, M., Maclaran, P. Parsons, E. & Parker, M. (eds.) (2011) Key Concepts in Critical Management Studies. London: Sage.

Zwick, D. and Cayla, J. (eds.) (2012) Inside Marketing: Practices, Ideologies, Devices. Oxford: Oxford University Press.

Useful additional articles

Brownlie, D. (2006) ‘Emancipation, Epiphany and Resistance: On the Underimagined and Overdetermined in Critical Marketing’, Journal of Marketing Management 22: 505–528.

Burton, D. (2001) ‘Critical Marketing Theory: The Blueprint?’, European Journal of Marketing 35(5/6): 722–743

Catterall, M., Maclaran, P., and Stevens, L. (2005) ‘Postmodern Paralysis: The Critical Impasse in Feminist Perspectives on Consumers’, Journal of Marketing Management 21: 489–504.

Catterall, M., Maclaran, P., and Stevens, L. (1999) ‘Critical Marketing in the Classroom: Possibilities and Challenges’, Marketing Intelligence and Planning 17(7): 344–353.

Brownlie, D. and Saren, M. (1992) ‘The Four Ps of the Marketing Concept: Prescriptive, Polemical, Permanent and Problematical’, European Journal of Marketing 26(4): 34–47.

Fournier, V. and Grey, C. (2000) ‘At the Critical Moment: Conditions and Prospects for Critical Management Studies’, Human Relations 53(1): 7–32

Holt, D. (2004) How Brand Become Icons: the principles of cultural branding, Harvard, Mass., Harvard Business School Press.

Maclaran, P. and Tadajewski, M. (2011) ‘A Critical Marketing Perspective on Marketing Education and Theory’, Social Business 1(3): 300–303.

Mingers, J. (2000) ‘What is it to be Critical?’, Management Learning 31(2): 219–237.

Raftopoulou, E. and Hogg, M.K. (2010) ‘The Political Role of Government-Sponsored Social Marketing Campaigns’, European Journal of Marketing 44(7/8): 1206-1227

Wensley, R. (1990) ‘“The Voice of the Consumer?”: Speculations on the Limits to the Marketing Analogy’, European Journal of Marketing 24(7): 49-60.

Answer preview

Traditional marketing theory has been overtaken by the enhanced social ideologies with consumers gaining becoming more informed in the contemporary era, also called postmodern era. The contemporary era involves consumers with proper knowledge of what their needs are; access to information for fundamental evaluation of products and services; and behavioral flexibility in vastly changing of expectations. Much of the transition occurred towards the end of twentieth century during the maturity stage of modernism (Rahnama & Beiki, 2013, p. 144). The transition prompted the need for organizations to engage on extreme measures to counter the changing consumerism mentality, a change that led to the emergence of critical management studies (CMS) that escalated in 1980s and 1990s (Fournier & Grey, 2010, p. 7 and Tadajewski, Maclaran, Parsons, & Parker, 2011, p. 83).

Word count: 4223