Mar Theory
Introduction
Marketing Theory, 23(1)
POSTING TYPE: TOCs
Editorial: Troubled times demand heroes: Heroic marketing and marketing heroes
—Chloe Preece, Athanasia Daskalopoulou, and Hope Schau [] []
Clap for some carers: Problematizing heroism and ableist tenets of heroic discourse through the experiences of parent-carers
—Leighanne Higgins and Killian OLeary [] []
An Arendtian perspective on responsibilized heroes: Why marketing needs a new model of heroic action
—Josephine Go Jefferies [] []
Embodied, embedded and educated: How everyday heroes strive to save lives during a pandemic
—Ingeborg Astrid Kleppe, Marylouise Caldwell, and Inger G Stensaker [] []
From heroism to martyrdom: Entrepreneurial identity work in alternative market movements
—Matthew M. Mars [] []
Sometime in the futureThe technology entrepreneur as utopian market hero
—Ignacio Luri, Ashok Kumar Kaliyamurthy, and Matthew Farmer [] []
Red Tsars and Iron Ladies: Exploring the role of marketing forces in the construction of political heroism
—Georgios Patsiaouras and James Fitchett [] []
The (army) hero with a thousand faces: A discourse-mythological approach to theorising archetypal blending in contemporary advertising
—Darren Kelsey, Natalia Yannopoulou, Andrea Whittle, Teresa Heath, Artyom Golossenko, and Ana Maria Soares [] []
Reclaiming the witch: Processes and heroic outcomes of consumer mythopoesis
—Maria Carolina Zanette, Diego Rinallo, and Laetitia Mimoun [] []