Wensley, Robin, 1944- (2011) Market Ideology, Globalization and Neoliberalism. In: Maclaran , P. and Saren, M. and Stern, B., (eds.) The SAGE Handbook of Marketing Theory. SAGE Library in Marketing (Chapter 13). Sage Publications Ltd., pp. 235-243. ISBN 978-1-8478-7505-1

Abstract

Market ideology, globalization and neoliberalism It is rather ironic that this chapter is being written in the middle of what might well become the Great Crash of 2008/9. The twin topics of the culture of consumption (and the way in which non-sustainable levels of debt have facilitated its continued growth) and the need for regulation within markets are very much top of the agenda at the time of writing. By way of some defence against the accusation of just applying 20:20 hindsight, I would like to point out that a significant proportion of this chapter was covered in an earlier Masterclass session given to the Marketing Society (Wensley, 1997)! In this chapter, we will cover the central issues from two different perspectives. First, in terms of market ideology, we will critically analyse the development and evolution of what might reasonably be termed the hegemony of neoliberal perspectives on the efficacy

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