Rethinking Marketing: Towards Critical Marketing Accountings

ISBN-13: 9780803974913 / Angielski / Miękka / 1998 / 288 str.

Douglas T. Brownlie; Robin Wensley; Richard Whittington

Opis

This unique and comprehensive reflection on marketing as a field of study, research and practice proposes new ways forward for the discipline and the profession.

Rethinking Marketing provides a challenging and stimulating coverage of a broad range of key issues in contemporary marketing - such as marketing philosophy, marketing ethics, the marketing profession, and marketing teaching and research - through an innovative dialogue among some of the most renowned international scholars in the field. As such it sets the stage for the further advancement of the field.