Midlands State University Library
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Marketing theory : a student text edited by Michael J Baker and Michael Saren

Contributor(s): Material type: TextTextPublication details: Los Angeles Sage 2016Edition: 3rdDescription: 520 pagesISBN:
  • 9781473904002
  • 1473904005
  • 9781473904019
  • 1473904013
Contained works:
  • Baker, Michael J [editor]
Subject(s):
Contents:
Part 1 Overview of marketing theory, 2 - Disciplinary underpinnings of marketing theory, 3 - Thories of marketing management and strategy, 4 - Theoretical sub-areas of marketing, 5 - Theories of service in marketing, 6 - Marketing theory, society and the environment.
Summary: Uniquely providing a comprehensive overview in one place, Marketing Theory introduces and explains the role of theory in marketing by uncovering its histories, disciplinary underpinnings, subfields, discourses and debates. From strategy and ethics to digital marketing and consumer behaviour, leading marketing experts shine a light on what can be a challenging perspective of marketing.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book Book Harare Campus Library Open Shelf HF5415 MAR (Browse shelf(Opens below)) 139620 Available BK120816
Book Book Main Library Open Shelf HF5415 MAR (Browse shelf(Opens below)) 149992 Available BK136820

Includes bibliographical references and index.

Part 1 Overview of marketing theory, 2 - Disciplinary underpinnings of marketing theory, 3 - Thories of marketing management and strategy, 4 - Theoretical sub-areas of marketing, 5 - Theories of service in marketing, 6 - Marketing theory, society and the environment.

Uniquely providing a comprehensive overview in one place, Marketing Theory introduces and explains the role of theory in marketing by uncovering its histories, disciplinary underpinnings, subfields, discourses and debates. From strategy and ethics to digital marketing and consumer behaviour, leading marketing experts shine a light on what can be a challenging perspective of marketing.

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