| Title : | Marketing: A critical textbook | | Material Type: | printed text | | Authors: | Nick Ellis, Author ; James Fitchett, Author ; Matthew Higgins, Author ; Gavin Jack, Author ; Ming Lim, Author ; Micheal Saren, Author ; Mark Tadajewski, Author | | Publisher: | London : SAGE | | Publication Date: | 2014 | | Pagination: | 245 p. | | ISBN (or other code): | 978-1-84860-878-8 | | Class number: | 658.8 | | Abstract: | Written by a team of renowned experts in the field, Marketing: A Critical Textbook is a cutting-edge text that offers a different way for you to look at and understand marketing. The authors successfully use examples and'real world' cases to illustrate and discuss major alternative and critical perspectives, enabling you to constructively question the conventional assumptions, concepts and models with which you are already familiar. | | Contents note: | 1.Introducing the History of Marketing Theory and Practice; 2.Marketing 'Science' and the Paradigm Debates; 3.What's the Story? Analyzing Marketing Discourse; 4.Interrogating the Ideological Function of Marketing; 5.The Management of Marketing; 6.Taking a Different Look at Business-to-Business Marketing; 7.Consumer Surveillance and Marketing Research; 8.Consumer Rights and Resistance; 9.Consumer Society and the Production of Identity; 10.Marketing and the Sign; 11.Globalization and Ethics |
Marketing: A critical textbook [printed text] / Nick Ellis, Author ; James Fitchett, Author ; Matthew Higgins, Author ; Gavin Jack, Author ; Ming Lim, Author ; Micheal Saren, Author ; Mark Tadajewski, Author . - London : SAGE, 2014 . - 245 p. ISBN : 978-1-84860-878-8 | Class number: | 658.8 | | Abstract: | Written by a team of renowned experts in the field, Marketing: A Critical Textbook is a cutting-edge text that offers a different way for you to look at and understand marketing. The authors successfully use examples and'real world' cases to illustrate and discuss major alternative and critical perspectives, enabling you to constructively question the conventional assumptions, concepts and models with which you are already familiar. | | Contents note: | 1.Introducing the History of Marketing Theory and Practice; 2.Marketing 'Science' and the Paradigm Debates; 3.What's the Story? Analyzing Marketing Discourse; 4.Interrogating the Ideological Function of Marketing; 5.The Management of Marketing; 6.Taking a Different Look at Business-to-Business Marketing; 7.Consumer Surveillance and Marketing Research; 8.Consumer Rights and Resistance; 9.Consumer Society and the Production of Identity; 10.Marketing and the Sign; 11.Globalization and Ethics |
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Marketing: A critical textbook
