IntroductionConsidering all the business disciplines available, marketing is generally considered to be probably the least self-critical. Regardless of the extremely real interest given from time to time to customer service, the provision of goods and services at affordable costs to the population and the implementation of effective recommendations to push them to purchase goods that respond better to their needs, wants and demands, marketing Since time immemorial it has not been able to escape the accusation that it is morally, socially and ethically unsuccessful in some respects. Marketers typically state their goals and objectives regarding customer satisfaction, their corporate social responsibility and ethics programs, building intimate relationships with their customer bases, but these remarks are called into question by critical examination and it has since been established that they have many shortcomings (Tadajewski, 2010). .Critical Theory and MarketingCritical theory involves liberation, the acquittal of the character from the control of economic domination (Fromm, 2005). In an economic, political and social environment in which large corporations and normally a number of the most proficient marketing companies are under intense scrutiny, a highly energetic society of students, practitioners and academics is taking an interest in to critical marketing studies. This research method, which has its foundations in critical social theories linked to Marxism, neo-Marxism (Agger, 1976), poststructuralism, postcolonialism and feminism, among 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 article...... consumer politics, A re- survey of Thompson and Haykto, 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, February 12, 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.Smith, W & Higgins, M 2000, Reconsidering the relational analogy, 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.