Decolonizing marketing theory and practice : beyond inclusivity and sustainability debates /
edited by Hasan Gilani.
- Abingdon, Oxon ; New York, NY : Routledge, 2025.
- 1 online resource.
- Routledge studies in marketing .
- Routledge studies in marketing. .
Part I: Decolonizing the Marketing Landscape -A Paradigm Shift1.A New Educational Paradigm to Decolonise Marketing Education and PracticeIvaylo Peev, Lia Pop, Nadia Barkoczi, Jon-Hans Coetzer, Hasan Gilani, Daniel Rajmil and Lucía Morales 2.Decolonising Marketing History: Branding During the Colonial ExpansionNimruji Jammulamadaka and Hasan Gilani 3.Zooming in on Decolonial Brand-Building: A Study of Two Contrasting Experiences from Modernizing IndiaBiswatosh Saha4.Technology and Innovation to Decolonise Marketing Research MethodsDaniel Rajmil, Maria Dolores Vazquez, Iulia Stefan, Lia Pop and Lucía Morales Part II: Going Beyond the Inclusivity and Diversity Debates in Marketing Theory and Practice5.Decolonizing Branding: Applying Chinese Principles of Relationships, Loyalty, and PersonalitySusan Dobscha and Kitty Li 6.Beyond Diversity: Towards a Disability Inclusive MarketingÁngel Arrese, Charo Sádaba, and Luis Casado 7.Inclusivity and Diversity: Marketing Exercise or a Real Commitment?Lia Pop, Lucía Morales, Ivaylo Peev, María Victoria Soulé, Jon-Hans Coetzer, and Hasan Gilani Part III: Towards a Sustainable Pedagogical Approach8.Circular Pedagogy - Towards a Sustainable yet Inclusive Educational ModelLucía Morales, Yann Verchier, Lia Pop, Ivaylo Peev, Murat Gülmez, Jon-Hans Coetzer, and Hasan Gilani 9.Developing an Intersectional Marketing Curriculum: Reflecting in ActionArun Verma and Hasan Gilani10. Transdisciplinary Education for Smart Sustainable DevelopmentMurat Gülmez , Fatjhi Yosef , Lia Pop , Daniel Kamphambale , Ozéias Rodrigues da Rocha and Lucía Morales 11. Decolonizing Marketing Education through Circular Pedagogy in Latin America: A Digital Service-Learning Programme on Marginalized BusinesswomenReynaldo Rivera and Alandeom W. Oliveira 12. Artificial Intelligence in Marketing EducationPatricia Chew and Hasan Gilani
"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, the 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"--
Marketing--Study and teaching (Higher) Marketing--Philosophy. Inclusive education. BUSINESS & ECONOMICS / Marketing / Research BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / Education