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Marketing

- A Critical Introduction
Af: Chris Hackley Engelsk Paperback

Marketing

- A Critical Introduction
Af: Chris Hackley Engelsk Paperback
Tjek vores konkurrenters priser
`I see this book as an important addition to the marketing literature. A weakness in critical approaches to marketing is that they are often not made easily accessible to undergraduate students. Chris Hackley has done a wonderful job in producing a rigorous text that remedies this situation and makes critical perspectives accessible to all′ - Professor Rob Lawson, University of Otago

 

Does marketing really work for organizations, managers and citizens? How can marketing management be studied and practised critically?

 

This key text introduces the essentials of critical thinking within the field of marketing in easy to read and understandable terms. Integrating critical perspectives with the topics of the typical marketing curriculum, Chris Hackley has produced an indispensable supporting text for upper level, undergraduate and postgraduate Marketing courses. A wide range of issues are covered including:

 

- Historical origins and influences in marketing

- Introduction to the concepts of Critical Theory

- Marketing ‘orientation’ and the marketing ‘mix’

- Critique of marketing principles

- Marketing and strategy

- The role of research in marketing

- Marketing and managerial ideology

- Marketing ethics

 

Each chapter includes Chapter Review questions, Case studies reflecting issues in the chapters, along with supporting case questions and reflections, as well as stimulating practical examples.

 

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Tjek vores konkurrenters priser
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Tjek vores konkurrenters priser
`I see this book as an important addition to the marketing literature. A weakness in critical approaches to marketing is that they are often not made easily accessible to undergraduate students. Chris Hackley has done a wonderful job in producing a rigorous text that remedies this situation and makes critical perspectives accessible to all′ - Professor Rob Lawson, University of Otago

 

Does marketing really work for organizations, managers and citizens? How can marketing management be studied and practised critically?

 

This key text introduces the essentials of critical thinking within the field of marketing in easy to read and understandable terms. Integrating critical perspectives with the topics of the typical marketing curriculum, Chris Hackley has produced an indispensable supporting text for upper level, undergraduate and postgraduate Marketing courses. A wide range of issues are covered including:

 

- Historical origins and influences in marketing

- Introduction to the concepts of Critical Theory

- Marketing ‘orientation’ and the marketing ‘mix’

- Critique of marketing principles

- Marketing and strategy

- The role of research in marketing

- Marketing and managerial ideology

- Marketing ethics

 

Each chapter includes Chapter Review questions, Case studies reflecting issues in the chapters, along with supporting case questions and reflections, as well as stimulating practical examples.

 

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Se mere i:
Produktdetaljer
Sprog: Engelsk
Sider: 192
ISBN-13: 9781412911498
Indbinding: Paperback
Udgave:
ISBN-10: 1412911494
Kategori: Salg og marketing
Udg. Dato: 19 mar 2009
Længde: 11mm
Bredde: 170mm
Højde: 242mm
Forlag: SAGE Publications Inc
Oplagsdato: 19 mar 2009
Forfatter(e): Chris Hackley
Forfatter(e) Chris Hackley

Kategori Salg og marketing

ISBN-13 9781412911498

Sprog Engelsk

Indbinding Paperback

Sider 192

Udgave

Længde 11mm

Bredde 170mm

Højde 242mm

Udg. Dato 19 mar 2009

Oplagsdato 19 mar 2009

Forlag SAGE Publications Inc

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