Marketing

This article is structured as follows. After a brief note on the history of critique both within and outside marketing studies, five core marketing concepts or main objects of critique, based on critical marketing publications and conferences (including the marketing streams of the conference series in critical management studies since 1999) are reviewed. These are: consumer sovereignty and freedom of choice; relationship marketing; consumer identity and branding; marketing practice and work; and finally, consumer resistance and activism. In the final part of the article some of the future challenges facing critical marketing studies and its development are discussed.