1. Marketing Studies: The Critical Standpoint -- 2. The Origins and Institutions of Marketing Studies -- 3. Marketing Studies and Managerial Ideology -- 4. The Marketing Mix and the Challenge of Cultural Branding -- 5. The Strategy Discourse and Marketing Studies -- 6. Research, Theory and Resistance in Marketing Studies -- 7. The 'Real World' of Marketing as Literary Construction -- 8. Consumer Rationality, Critical Theory and Ethics: Three Issues for a Critical Marketing Studies.