28 Jun Marketing Theory – Describe the Interpretive Turn in marketing
Question
Marketing Theory
Question 1: Describe the ‘Interpretive Turn’ in marketing. What are its main features and characteristics and how has it influenced marketing studies and practice? How does the ‘Interpretive’ Paradigm contrast to the ‘Marketing Science’ paradigm?
Question 2: Critically discuss and evaluate the ‘Marketing Mix’. What are the reasons for its
development and its dominance within the Marketing Management narrative? Outline the criticism against the ‘Marketing Mix’ as well as the reasons it remains popular.
Question 3: Discuss the ethical dimensions of visual representation and how these relate to advertising images.Use the Schroeder and Borgerson (2005) framework to show what ‘unethical imagery’ means and how it is produced.
Question 4: Critically discuss ‘Adbusting’. What is the rationale behind it and what understanding of the consumer does it indicate?
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