The Marketing Matrix

This thesis presents the reflection and critical review on the book ‘The Marketing Matrix’ by Hastings (2012)*. It develops a different view regarding marketing practices in the managerial field, as opposed to currently prevalent ideas. The critical review on this book could be seen as a contribution to the field of Business Administration and Philosophy of Management Sciences. The thesis not only challenges the ingrained mindset of marketing managers but also consumers. It aids in raising awareness of dangers of increased corporate power and consumerism; in addition, it advocates for sustainable practices. Central problem of this thesis is taking a look at marketing from a philosophical perspective, building up a critique towards current developments in the field and arguing for the possibility of change on both corporate and consumers’ sides. * Hastings, G. (2012). The Marketing Matrix: How the Corporation Gets Its Power and How We Can Reclaim It. New York, NY: Routledge.