Marketing and Communication
Order Description
The typology of critique in marketing outlined in the lecture divides critical approaches to Marketing
into 4 categories: functional, intellectual, political and ethical critique. Consider one marketing
management concept or principle such as the marketing mix (the 4Ps), segmentation, targeting
and positioning (STP), consumer orientation, or any other principle or concept. Critically evaluate it
using one or more of the relevant categories of critique in marketing listed above. Your critique
should be balanced and supported by reasoned argument and, where appropriate, by examples.
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