Read the book well put together with strong messaging on the importance of a more flexible circular pedagogy.
This book bravely demonstrates the rebirth of marketing as truly democratic, embracing multiple roles and cultures privileging none.
Prof Stephen Dobson, Dean of the School of Education and the Arts, Central Queensland University, Australia.
Decolonizing Marketing Theory and Practice is the first comprehensive guide as to how marketing thought and practice on key topics such as branding can advance utilizing non-Western concepts. Scholars interested in DEI, India and marketing pedagogy in particular will benefit from the novel insights highlighted in this accessible text.
Prof Giana M. Eckhardt, Professor of Marketing, Kings College London
Whilst not solely a Western phenomenon, the European project of colonialism is particularly held accountable for the social, cultural, economic, political, psychological, and military domination of the West over non-Western geographies since the 16th century. Amongst different means that colonialism has used to create and maintain its hegemony, knowledge management has played a pivotal role. It is due to such significance that, in the present book, Gilani and his colleagues seek to create awareness about the need to undo the ongoing project of colonialism through decolonization of Marketing knowledge. Providing insights/evidence from different sociocultural contexts, authors engage in a series of thought-provoking discussions to show both the manifestations of knowledge West-centrism in Marketing and how such knowledge can be decolonized in higher education institutes.
Dr Aliakbar Jafari, Reader, University of Strathclyde
Dr. Hasan Gilanis edited volume is a timely call for a more inclusive, multicultural, and relational study of the histories, practices, and paradigms of marketing and branding than the current Western-centric versions. Acknowledging the colonial legacies that underpin business and marketing education and practices, the book's many authors aim to challenge the status quo and elevate frameworks and perspectives from non-Western contexts. Thus, this book is a welcome resource for students/scholars of critical marketing and (de)coloniality studies."
Professor Guliz Ger, Professor of Marketing, Bilkent University, Turkey and SKEMA Business School, France
This book is a trailblazer in decolonizing marketing education, advocating for inclusivity and diverse philosophical perspectives. It offers fresh perspectives to the discourse in marketing pedagogy. A must-read for those seeking to revolutionize marketing theory and practice with multicultural insights.
Professor Jochen Wirtz, Ph.D. Vice Dean MBA Programs, National University of Singapore.
"There is an urgent need to discuss decolonisation in the field of marketing. The discipline is Euro/Amero-centric and overlooks the majority world. This book makes a bold attempt to challenge the discipline's colonial roots. The volume makes a much-needed scholarly contribution to our understanding of decolonisation."
Professor Rohit Varman, Professor of Marketing, Birmingham Business School
Written from the heart, this powerful collection sends a message to wake up and smell the colonial truth behind the modern-day marketing, of not just the coffee in your cup, but the car you drive and the phone you use. Nothing will taste or feel the same after you turn its pages.
Professor Heidi Safia Mirza, UCL Institute of Education University of London
Author: Race Gender Educational Desire
Editor: Dismantling Race in Higher Education: Racism, whiteness and decolonising the academy
"A stimulating and insightful book that makes a valuable contribution to marketing theory and practice. It is not only refreshing but necessary to explore and learn about diverse Marketing principles and approaches in addition to the traditional, conventional, Western-centric assumptions and frameworks so that education, scholarship, and practice may truly grow, develop, and progress. Non-western viewpoints bring significant value too, and this book serves to expand the mind, and potentially influence behavior such that the importance of diversity, equity, and inclusion is clear, and strides are made to make it a reality in marketing as a discipline.
Decolonization is a bad word for some, but all it really connotes is freedom for all. Instead of domination by Western perspectives, non-western contexts are also welcome to be an equal part of the discussion. In this way, no one is overlooked, and there can be true cooperation that results in the sharing of Marketing ideas and experiences, and thus the extending of knowledge so that together, we can all create and benefit from new paradigms for better long-term results. The book is a reminder that decolonizing marketing theory and practice takes genuine commitment and not surface-level support or performative advocacy. It is a reminder that when everyone is sincerely included, marketing can truly be transformative."
Simone T. A. Phipps-Prieto, Professor of Management, School of Business, Middle Georgia State University
Co-author: African-American Management History: Insights on Gaining a Cooperative Advantage
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