Nonlinear Marketing:A Universal Philosophy of Marketing Thinking-Doing

ISBN-13: 9783330048010 / Angielski / Miękka / 2017 / 280 str.

Wael Kortam

Opis

This book aims to introduce nonlinear marketing as universal philosophy of marketing thinking and doing. Through combining contextual marketing knowledge and holistic marketing solutions, marketing scholars and leaders would learn, unlearn and relearn marketing phenomena, insights and outlooks. Such marketing initiative proposes to integrate three main venues of marketing thought and management. These venues are: mainstream marketing through complying with marketing boundaries; critical marketing through revisiting marketing boundaries and explosive marketing through blurring marketing boundaries. Such progressive and yet, re-conciliating philosophy of marketing research and actions is argued to contribute considerably to improving credentials of marketing as a science and bridging the gap between marketing theory and practice through realizing and visualizing that marketing phenomenon can never be a straight line; marketing insight can never be gained at one point and marketing outlook can never be expressed as a sharp angle.

O autorze

Dr. Wael Kortam is a Professor of Marketing and Head of Department of Business Administration, College of Business, Cairo University, Egypt. He has published a considerable number of research papers in international world-class conferences and academically reviewed journals, focusing on the subject area of marketing research and theory.