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Marketing theory and critique

James Fitchett

Marketing Theory2026https://doi.org/10.1177/14705931261434413article
AJG 3ABDC A
Weight
0.50

Abstract

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.

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https://doi.org/https://doi.org/10.1177/14705931261434413

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@article{james2026,
  title        = {{Marketing theory and critique}},
  author       = {James Fitchett},
  journal      = {Marketing Theory},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/14705931261434413},
}

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Marketing theory and critique

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

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