Marketing theory : a student text edited by Michael J Baker and Michael Saren
Material type: TextPublication details: Los Angeles Sage 2016Edition: 3rdDescription: 520 pagesISBN:- 9781473904002
- 1473904005
- 9781473904019
- 1473904013
- Baker, Michael J [editor]
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | Harare Campus Library Open Shelf | HF5415 MAR (Browse shelf(Opens below)) | 139620 | Available | BK120816 | ||
Book | Main Library Open Shelf | HF5415 MAR (Browse shelf(Opens below)) | 149992 | Available | BK136820 |
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HF5415 MAR Marketing 10/11 | HF5415 MAR Marketing 10/11 | HF5415 MAR Marketing 10/11 | HF5415 MAR Marketing theory : a student text | HF5415 MAR Marketing | HF5415 MAR Marketing : a critical textbook | HF5415 PAL Principles of marketing |
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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