The marketing discipline has been dominated by managerial research that has never really been counterbalanced by a systematic critical analysis which is problematic given the assumed legitimization of the managerialism that has ensued. This book is an attempt to rest the balance, articulating a social critique and evaluation of marketing.
The book offers a critical survey of the most important contributions to managerial marketing discourse from the earliest twentieth century onwards, covering traditions of research such as scientific selling, marketing management and service...
The marketing discipline has been dominated by managerial research that has never really been counterbalanced by a systematic critical analysis whi...
Based on a conceptual analysis of marketing texts and a case study of a service firm that utilises innovative approaches to managing organisations, this book presents a critical examination of marketing as a managerial practice.
Based on a conceptual analysis of marketing texts and a case study of a service firm that utilises innovative approaches to managing organisations, th...
