There is a very evident contradiction in the field of marketing. From one perspective it started with a flavor of criticism and degrades that has ever since been promoted in a very fierce, distinct and all-encompassing display of ideas of market scholars and researchers. On the contrary it has a positive perspective which is universally identical in terms of a being the means to solve the managerial problems of the marketers. In spite of the wide and tough critical perspective to marketing it occupies an enviable position on the field of management studies and its practical implications in the most contrasting of industries around the globe. It certainly incorporates in its domain multi-cultural and multi-disciplinary perspectives. However thought provoking is the criticism of the insensitive perspective of marketing which has been blamed as an instrument for cultural domination and vary of cultural intellectual thought (Hackley, 2009).
有在市场营销领域的一个非常明显的矛盾。从一个角度看，它开始于一味批评和降低，此后一直在一个非常激烈的推动，独特的和所有包含显示市场的学者和研究人员的想法。它有一个积极的角度来看，一个是解决营销管理问题的方法是普遍一致的相反。在宽和强硬的批判观点尽管营销它占据一个令人羡慕的位置上的管理研究领域，它的实际影响最鲜明的全球产业。这当然包括在其领域的多元文化和多学科视角。然而，耐人寻味的是营销已被指责为对文化霸权的工具和文化思想的角度变化不敏感的批评（哈克利，2009）。
