The supporters of marketing and its various approaches till date claim it to be means to create needs and wants with the aid of advertising and promotions. However the negative criticism states that it just looks at the managerial perspective and does not have a holistic approach where by the social concerns, the emotional wellbeing of the employees and the consequences of the various marketing initiatives are completely ignored (Saren, Maclaran, Goulding and Elliott, 2007).
The basis theory of marketing which claims in aiding consumers in identification of needs and wants can be challenged by claiming that on the contrary it is a means for creating an imbalance in needs of the consumers and his spending capacity and often puts him in a fix in terms of prioritizing his purchases. This negative approach has given it two metaphors which rightly justify its negative approach. They are, marketing as bewilderment and cultural doping (Alvesson, 1994).