Jack / Ellis / Higgins Marketing

A Critical Textbook
1. Auflage 2010
ISBN: 978-1-4462-0329-3
Verlag: SAGE Publications
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 256 Seiten, Format (B × H): 152 mm x 229 mm

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. - Additional material on the companion website, including a full Instructor's Manual and free access to full-text journal articles for students.

Autoren/Hrsg.

Jack, Gavin

Ellis, Nick

Higgins, Matthew

Fitchett, James

Lim, Ming

Tadajewski, Mark

Saren, Michael

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Introducing the History of Marketing Theory and Practice
Marketing 'Science' and the Paradigm Debates
What's the Story? Analysing 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
Globalisation and Ethics