Future of Marketing

Critical 21st Century Perspectives

Inbunden, Engelska, 2003

1 429 kr

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This book is intended for practitioners and academics who wish to develop an understanding of marketing in an international context. Rather the text gives comments, views, positive statements, criticisms and doubts from leading authors, concerning marketing and its role within business and as an academic subject in the 21st century.

Produktinformation

Utgivningsdatum2003-02-04
Mått140 x 216 x 17 mm
Vikt395 g
FormatInbunden
SpråkEngelska
Antal sidor196
Upplaga2003
FörlagPalgrave Macmillan
ISBN9780333992869

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PHILIP J. KITCHEN holds the Chair of Strategic Marketing at Hull University. A graduate of the CNAA initially, he holds three further academic degrees in marketing related subjects. He is the Founding Editor of the Journal of Marketing Communications, and the Founder of the International Conference on Corporate and Marketing Communications. He has published some eighty papers in academic journals around the world.

Editorial Stance on the Future of Marketing: Critical 21st Century Perspectives; P.J.Kitchen Redesigning Marketing to Fit a Different Marketplace; D.E.Schultz Rethinking the Value Concept in Marketing; W.F.Raaji & T.Poiesz Knowledge Transfer Through Marketing Textbooks: The Howard and Sheth Typology; W.Waterschoot & E.Gijsbrechts Professionalism in Marketing: An Oxymoron?; M.Thomas How Clients Can Improve Their Advertising By Improving Their Decision-Making; J.P.Jones Corporate Branding: The Marketing Perspective; C.Riel & G.Berens Let's Do the Time Warp Again: A Marketing Manifesto For Retro Revolutionaries; S.Brown The Future of Marketing; J.N.Sheth & R.S.Sissodia Drawing the Strands Together; P.J.Kitchen A Meeting of Minds; P.J.Kitchen