Overview of Critical Marketing
Critical marketing has been accepted broadly and keeps its own research program in the fields of marketing, with its own community of scholars, critical marketing has been established in the market in as a very prominent and effective theory ensuring better decision making for marketing. As per the critical approach, marketers may be focused on satisfying the customer, building close relationships with their clientele. Critical marketing is not just concerned with the marketing of product or service but associated with ethical and corporate social responsibility initiatives as these aspects are increasingly and subjected to critical scrutiny (Tadajewski, M., 2008) marketing has been widely criticized and marketers are establishing more focus on marketing disciplines.
However, there are risks of losing mordant edge of marketing theory associated with broadly acceptance of critical marketing concept as a tradition developing around many marketers’ practice. Thus critical marketing theory mayor may not be always positive for the companies. Avi Shankar has stated in his work that critical marketing without doubt has a poor relation with mainstream marketing. Critical marketers are required to embrace the legitimacy of minstream marketing thinking by journals and in more applied form as they are defined by these (Shankar A. 2009) .
然而，有失去媒介边缘营销理论与关键的营销理念广泛接受作为一个传统的周围许多营销实践的发展相关的风险。因此，关键的营销理论市长可能不为公司始终积极。AVI Shankar在他的工作中，关键的营销无疑与主流营销关系不说。关键的营销人员必须接受的合法性的minstream营销期刊和更多的应用形式思维所定义的这些（Shankar A. 2009）。