Future of Marketing

Critical 21st Century Perspectives

Inbunden, Engelska, 2003

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Beskrivning

This book is intended for practitioners and academics who wish to develop an understanding of marketing in an international context. Rather the text gives comments, views, positive statements, criticisms and doubts from leading authors, concerning marketing and its role within business and as an academic subject in the 21st century.

Produktinformation

Utgivningsdatum:2003-02-04
Mått:140 x 216 x 17 mm
Vikt:395 g
Format:Inbunden
Språk:Engelska
Antal sidor:196
Upplaga:2003
Förlag:Palgrave Macmillan
ISBN:9780333992869

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

PHILIP J. KITCHEN holds the Chair of Strategic Marketing at Hull University. A graduate of the CNAA initially, he holds three further academic degrees in marketing related subjects. He is the Founding Editor of the Journal of Marketing Communications, and the Founder of the International Conference on Corporate and Marketing Communications. He has published some eighty papers in academic journals around the world.

Innehållsförteckning

Editorial Stance on the Future of Marketing: Critical 21st Century Perspectives; P.J.Kitchen Redesigning Marketing to Fit a Different Marketplace; D.E.Schultz Rethinking the Value Concept in Marketing; W.F.Raaji & T.Poiesz Knowledge Transfer Through Marketing Textbooks: The Howard and Sheth Typology; W.Waterschoot & E.Gijsbrechts Professionalism in Marketing: An Oxymoron?; M.Thomas How Clients Can Improve Their Advertising By Improving Their Decision-Making; J.P.Jones Corporate Branding: The Marketing Perspective; C.Riel & G.Berens Let's Do the Time Warp Again: A Marketing Manifesto For Retro Revolutionaries; S.Brown The Future of Marketing; J.N.Sheth & R.S.Sissodia Drawing the Strands Together; P.J.Kitchen A Meeting of Minds; P.J.Kitchen