Decolonizing Marketing Theory and Practice: Beyond Inclusivity and Sustainability Debates

In academic institutions worldwide, the call to decolonize the syllabus, curriculum, and the entire university experience is growing louder and more urgent. Yet, the conversation must extend beyond blogs, hashtags, and social media trends. This book dives deep into the critical need to challenge and transform the foundations of marketing education. Addressing the urgent need for deeper conversations, this book delves into the multifaceted process of decolonizing marketing theory and practice to foster a more inclusive field. Through an insightful collection of contributions, this book critically examines the entrenched roots of colonization, capitalism, and inequality, urging us to move beyond simply adding non-white authors and non-Western case studies to the curriculum. Decolonization should begin with a focus on inclusivity and equality, progressing towards the recognition and exploration of diverse contexts and paradigms.

Through rigorous analysis and innovative perspectives, this book identifies key areas in marketing pedagogy that require decolonization, urging a move away from exclusionary practices and Western-centric ideologies. It identifies crucial areas where texts, knowledge, and contexts need to be decolonized, advocating for a paradigm shift from a culture of exclusion and Western-centric ideologies to one that embraces inclusivity and a broad range of philosophical perspectives from the non-Western world.

Aimed at researchers and academics in the field of marketing, this book offers a profound exploration of teaching and learning dynamics from a more inclusive and diverse perspective. By fostering engagement with a wider audience, it seeks to enrich the discourse around marketing education with a more nuanced and enriched perspective. Decolonizing Marketing Theory and Practice is an essential resource for those committed to creating a more equitable and comprehensive understanding of marketing in a global context.

Dr Hasan Gilani has been working in the world of academia for more than 24 years now, most of which has been achieved in UKs higher education sector. Dr Gilani also serves as a consultant and trainer on brand management and CRM to many international organizations across the world. With his PhD on Brand Management, Dr Gilani has been publishing on the subject areas of Retail corporate branding, knowledge management, corporate identity, Shariah Finance and more recently on 6 sigma and post covid employee brand behavior.

Dr Gilani has extensive corporate managerial experience with FMCG and retail organizations. He has previously worked with international brands including Motorola, Pepsi Cola, Marks and Spencer, National Grid, OCR and Debenhams in the areas of corporate marketing, customer services, event sponsorships, and consumer retail. He has also worked as a consultant in the international development and NGO sector, working jointly with German, Dutch and British organizations as well as conducted academic research with retail giants such as Sainsbury’s, Marks and Spencer, Aldi and John Lewis.

Serving as a Principal Lecturer at the University of Brighton’s School of Business and Law, Dr Gilani has an additional role of Inclusive Practice lead where he is currently working on ’Decolonizing the curriculum’ - a project where his team looks into making the courses diverse, inclusive and dismantles the colonized pedagogical practices and have a realm of diversified knowledge from all parts of the world.