The Dominant Influence of Marketing in the 21st Century: The Marketing Leviathan

ISBN-13: 9781349334001 / Angielski / Miękka / 2013 / 138 str.

P. Kitchen

Opis

Marketing has become the dominant connecting mode of expression between business and non-business organisations and customers and consumers. However, there are some misgivings about marketing in the 21st century. This volume addresses the positive and negative elements of marketing and questions 'Is marketing a leviathan in today's societies?'

Spis treści

1. The Dominant Influence of Marketing in the 21st Century; Philip J. Kitchen 2. The Recasting, Questionability and Applicability of Hobbes Leviathan; Philip J. Kitchen 3. Who is Like Unto the Beast? Tall Tales of Fail Whales; Stephen Brown 4. Seven Simple Rules to Better Customer Service; Charles R. Taylor 5. Ninety Trillion Spams and Counting: Rethinking the Marketing Social Contract in a Web 2.0 World; Fred Beard 6. Cloud as a new IMC tool: How to Make Marketing More Ubiquitous; Shintaro Okazaki 7. The Age of Organisationalism; Philip J. Kitchen

O autorze

Fred K. Beard, University of Oklahoma, USA Stephen Brown, University of Ulster, Northern Ireland Shintaro Okazaki, Universidad Autónoma de Madrid, Spain Charles R. 'Ray' Taylor, Villanova University, USA