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This collection gives greater conceptual cohesion to marketing theory by drawing together many disparate perspectives and presenting them in one volume. It covers the historical development of marketing theory, its philosophical underpinnings, major theoretical debates and conte…
The SAGE handbook of marketing theory
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Type: Book
This collection gives greater conceptual cohesion to marketing theory by drawing together many disparate perspectives and presenting them in one volume. It covers the historical development of marketing theory, its philosophical underpinnings, major theoretical debates and conte…
This collection gives greater conceptual cohesion to marketing theory by drawing together many disparate perspectives and presenting them in one volume. It covers the historical development of marketing theory, its philosophical underpinnings, major theoretical debates and conte…
This collection gives greater conceptual cohesion to marketing theory by drawing together many disparate perspectives and presenting them in one volume. It covers the historical development of marketing theory, its philosophical underpinnings, major theoretical debates and conte…
Shelby Hunt analyses the major controversies in the philosophical debates currently raging in marketing theory. Using an historical approach, he argues against relativism and for scientific realism as a philosophy for guiding marketing research and theory.
Shelby Hunt analyses the major controversies in the philosophical debates currently raging in marketing theory. Using an historical approach, he argues against relativism and for scientific realism as a philosophy for guiding marketing research and theory.
For graduate and undergraduate courses in marketing management. A Succinct Guide to 21st Century Marketing Management Framework for Marketing Management is a concise, streamlined version of Kotler and Keller's fifteenth edition of Marketing Management, a comprehensive look at ma…
"How can we overcome the rapidly ageing postmodernist paradigm, which has become sterile orthodoxy in marketing? This book answers this crucial question using fresh philosophical tools developed by New Realism. It indicates the opportunities missed by marketing due to the pervas…
Complete coverage of all contemporary issues modules for marketing and consumer behavior students.
Covers various buzzwords within marketing and consumer behavior: building brand cultures; gender; ethics; sustainable marketing; and, the green and the global consumer. This book locates the development of both marketing ideas and applications within the wider global, social and…
Die Autoren dieses Buches diskutieren klassische und neuere Konzepte sowie theoretische und operative Ansätze zur Führung von Marken und geben einen Überblick über den aktuellen Stand der Debatten rund um das Konzept der Marke. Renommierte Wissenschaftler unterschiedlicher Diszi…