Introduction Considering all available business disciplines, marketing is generally considered to be probably the least self-critical. Despite the occasionally extremely genuine interest in customer service, the provision of goods and services at affordable costs to the population and the implementation of efficient sponsorships to push them to purchase merchandise that best suits their wants, desires and needs, Marketing has not been able for a long time to escape the accusation of being morally, socially and ethically unsuccessful in some respects. Marketers usually express their goals and objectives regarding customer satisfaction, their corporate social responsibility and ethics programs, about building intimate relationships with their customer base, but these observations are challenged through examination critical and have since been established to have many shortcomings (Tadajewski, 2010). .Critical theory and marketing Critical theory implies liberation, the absolution of the character from the control of economic domination (Fromm, 2005). In an economic, political and social environment in which big business and normally many of the most adept marketing-practicing companies come under scrutiny, an extremely energetic society of students, professionals and scholars has emerged who show interest in critical marketing studies. This research method, which adopts its foundations from critical social theories related to Marxism, neo-Marxism (Agger, 1976), poststructuralism, postcolonialism, and feminism, among many others, is a very recent abstract embellishment. Critical theorists are also famous for their broad examination of truth, objectivity and positivist science (Adorno... middle of paper... consumer politics, A re-inquiry on Thompson and Haykto's 1997, 'Speaking of Fashion ', Journal of Consumer Research, 29, 427–440.Newyork times, 2004, State of Arts for I pods: 6 flavors of flattery, Newyork times 12 February 2004.Ozanne, JL & Saatcioglu, B 2008, Participatory action research, Journal of Consumer Research, 35, 423–439. Pollay, RW 1986, The distorted mirror, Reflections on the unintended consequences of advertising, Journal of Marketing, 50, 18–36 of the report, Journal of MarketingManagement, 16, 81–94.Tadajewski, M 2010, Towards a History of Critical Marketing Studies Journal of Marketing Management, Vol. 26, Nos. 9–10, 773–824https://noppa aalto. fi/noppa/kurssi/23e88001/materiaali/23E88001_towards_a_history_of_critical_marketing_studies_2.pdf Retrieved January 1 2012.