The Marketing Era: From Professional Practice to Global Provisioning

ISBN-13: 9780415945448 / Angielski / Miękka / 2003 / 272 str.

Kalman Applbaum; K. Applbaum;Applbaum Kalman

Opis

Tracing the genealogy of marketing Marketing Era maps out the organising principles and cultural logic of the profession. In the first book of its kind, Kalman Applbaum looks at topics such as the logic of marketing strategy, global marketing practice, and the moral history of marketing.

Spis treści

Preface I. MARKETING AND THE CAPITALIST SYSTEM OF PROVISIONING Chapter 1: Marketing Principles Chapter 2: The Logic of Marketing Strategy Chapter 3: Global Marketing Practice II. NATURALIZATION OF MARKETING PRINCIPLES Chapter 4: Problems in the Moral History of Marketing Chapter 5: American Abundance and the Marketing Revolution Chapter 6: Marketing Marketing Conclusion Notes

O autorze

Kalman Applbaum