SAGE Handbook of Marketing Theory e-bog
230,54 DKK
(inkl. moms 288,18 DKK)
Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to rep...
E-bog
230,54 DKK
Forlag
SAGE Publications Ltd
Udgivet
4 december 2009
Længde
544 sider
Genrer
Sales and marketing
Sprog
English
Format
pdf
Beskyttelse
LCP
ISBN
9781446206980
Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory.Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory.