Marketing

A Critical Textbook

Häftad, Engelska, 2010

AvNick Ellis,James Fitchett,Matthew Higgins,Gavin Jack,Ming Lim,Michael Saren,Mark Tadajewski

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Written by a team of renowned experts in the field, Marketing: A Critical Textbook provides a unique introduction and overview of critical approaches to marketing.

Ideally suited to advanced students of marketing, the book uses examples and 'real world' case studies to illustrate and discuss major alternative and critical perspectives on the subject, enabling students to constructively question the conventional assumptions, concepts and models with which they are already familiar.

- Explains and debates key concepts in a clear, readable and concise manner.

- Provides practical and innovative demonstrations of abstract and difficult concepts through classroom exercises and individual and group activities.

- Includes a glossary of critical marketing terms.

- Additional material on the companion website, including a full Instructor's Manual and free access to full-text journal articles for students.

Produktinformation

Utgivningsdatum2010-11-17
Mått170 x 242 x 14 mm
Vikt480 g
FormatHäftad
SpråkEngelska
Antal sidor256
Upplaga1
FörlagSAGE Publications
ISBN9781848608788

Tillhör följande kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mike Saren previously held chairs in marketing at the universities of Stirling and Strathclyde and was awarded an Honorary Fellowship of the UK Academy of Marketing in July 2007. He was a convener of the marketing streams at the Critical Management Studies Conferences, 1999-2011; and one of the founding editors in 2001 of the journal ‘Marketing Theory’’ (Sage Publications). Also co-editor of books on Rethinking Marketing, (Brownlie et al, 1999, Sage) and Critical Marketing: Defining the Field (Saren et al, Elsevier, 2007). His introductory text is Marketing Graffiti: The View from the Street (Saren, 2006, Butterworth Heinemann). I have previously taught at the Universities of Leicester, Essex and Strathclyde and my research interests are fairly eclectic. I continue to engage in research related to the history of marketing, with a specific focus on the influence of the Cold War on marketing and advertising theory. An on-going stream of research deals with racism and eugenics in marketing theory, thought and practice. Suffice to say, these are just a sample of what is presently occupying my attention.

Introducing the History of Marketing Theory and Practice Marketing ′Science′ and the Paradigm DebatesWhat′s the Story? Analyzing Marketing DiscourseInterrogating the Ideological Function of Marketing The Management of MarketingTaking a Different Look at Business-to-Business Marketing Consumer Surveillance and Marketing Research Consumer Rights and ResistanceConsumer Society and the Production of IdentityMarketing and the SignGlobalization and Ethics