It is certainly evident that there is a great development in the concept of basic marketing and critical marketing theory has become an important component of basic marketing. However, its incorporation by the managers and in the academician is yet to be felt and seen. When compared with other disciplines marketing has dealt with criticism for not having whole heartedly accepted the critical theory. In the field of accounting the critical theories were accepted almost two decades back. That level of acceptance has to be witnessed in marketing and its yet to see the benefits of it adoption in marketing. There is certainly a need for a more deeper understanding of the same and a positive inclination towards its adoption(Burton, 2001).
There is a certain level of criticism for critical theory also and there are certain loopholes in the theory which have been unanswered. The ambiguity remains in two basic areas. Firstly, what are the ways to connect critical theory to political application and who will be the main pushers and carriers of change? Secondly, it is difficult to justify that a theory that has its roots in history could become the ground for historical critique. None of the theorists have been able to give convincing answers to these questions and consequently, the fear remains that critical theory may continue to remain abstract in its ideas and may not get the support and the required boost from social action (Larsen and Wright, 1993).
It is imperative to agree that both marketing and critical marketing are not independent and are eventually like two sides of the same coin. They collectively constitute the holistic perspective to marketing. It is very important and, mandatory to recognize m acknowledge and work on the difference and the similarities. Then only will it be possible to reap the benefits of the interdependence of both the disciplines (Shankar, 2009).
The implementation of critical thinking is its weak and untouched side and it is required that its implementation takes place along with the required theory. Apart from incorporating it at the managerial level it has to be made a part of academic field in order to strengthen its application and to make the entre concept value based. It is certainly important and unavoidable.