The inception of the theory of critical marketing by Arnold and fisher is the foundation stone on which the approaches of the current critical scholars are established. The various approaches adopted by them are:
• Discourse Analysis
• Post modernism
These diverse approaches not only pose challenge and question the process of conventional marketing but also its consequences.
The main components of the process are:
• The basic and underlying assumptions and theories of marketing and its functionalities.
• The knowledge and application of the various marketing models and methods that are part of the various aspects of marketing.
Critical marketing has certainly moved a few steps ahead and taken along with it the concept of marketing. It has developed marketing from being an approach with a single domination to multiple out of the box approaches which are aware and conscious of human relationships and attitude. The shift has not been drastic and very impactful but there certainly is a positive diversion and the future for critical marketing seems bright and impactful.