Reframing critical marketing

In response to the guest editors' call for the expansion of disciplinary space within marketing and consumer research, in this paper I offer an alternative conceptualisation of critical marketing knowledge. Rather than asking what is (or isn't) critical marketing, instead I ask what is marketing knowledge for, critical or otherwise, and for whom? I use these questions to develop a framework through which to identify different regimes of marketing thought and illustrate their co-dependence using two luminaries from the UK marketing academy. My (rather idealistic) hope is that if the marketing discipline is to mature this interdependence should be recognised, understood and then celebrated.