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Historical Research in Marketing Management
Engelsk
Bogcover for Historical Research in Marketing Management af , 9780367002152
Specifikationer
Sprog:
Engelsk
Sider:
218
ISBN-13:
9780367002152
Indbinding:
Paperback
ISBN-10:
0367002159
Udg. Dato:
18 sep 2018
Størrelse i cm:
24,6 x 17,4
Oplagsdato:
18 sep 2018

Historical Research in Marketing Management

Engelsk
Paperback 2018
Format:

Bog beskrivelse

This collection of articles deal with marketing history and the history of marketing thought, placing these subjects within a marketing management context. Despite the crucial role that historical research can play in expanding our understanding of marketing, studies of the history of marketing are thin on the ground. This volume aims to address this gap. Topics include the history of the Boston Consulting Group’s growth-share matrix, branding, the emergence of marketing schools of thought, managerialism, the marketing concept, relationship marketing, scientific management and marketing, and critical marketing studies. The introduction discusses the three themes that run through the collection: historical method, marketing history, and the history of marketing thought.

This book was originally published as a special issue of the Journal of Marketing Management.

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Specifikationer
Sprog:
Engelsk
Sider:
218
ISBN-13:
9780367002152
Indbinding:
Paperback
ISBN-10:
0367002159
Udg. Dato:
18 sep 2018
Størrelse i cm:
24,6 x 17,4
Oplagsdato:
18 sep 2018
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