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

Marketing (eBook, PDF)

A Critical Textbook

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: SAGE Publications
• Seitenzahl: 256
• Erscheinungstermin: 26. Juli 2011
• Englisch
• ISBN-13: 9781446203293
• Artikelnr.: 38406772

Autorenporträt

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.

Inhaltsangabe

Introducing the History of Marketing Theory and Practice Marketing
Science
and the Paradigm Debates What
s the Story? Analyzing Marketing Discourse Interrogating the Ideological Function of Marketing The Management of Marketing Taking a Different Look at Business-to-Business Marketing Consumer Surveillance and Marketing Research Consumer Rights and Resistance Consumer Society and the Production of Identity Marketing and the Sign Globalization and Ethics

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Introducing the History of Marketing Theory and Practice
Marketing 'Science' and the Paradigm Debates
What's the Story? Analyzing Marketing Discourse
Interrogating the Ideological Function of Marketing
The Management of Marketing
Taking a Different Look at Business-to-Business Marketing
Consumer Surveillance and Marketing Research
Consumer Rights and Resistance
Consumer Society and the Production of Identity
Marketing and the Sign
Globalization and Ethics