Marketing: A Critical Introduction

Synopsis

Does marketing really work for organizations, managers and citizens? How can marketing management be studied and practiced critically?

This key text introduces the essentials of critical thinking within the field of marketing in easy to read and understandable terms. Integrating critical perspectives with the topics of the typical marketing curriculum, Chris Hackley has produced an indispensable supporting text for upper level, undergraduate and postgraduate Marketing courses. A wide range of issues are covered including:

- Historical origins and influences in marketing

- Introduction to the concepts of Critical Theory

- Marketing 'orientation' and the marketing 'mix'

- Critique of marketing principles

- Marketing and strategy

- The role of research in marketing

- Marketing and managerial ideology

- Marketing ethics

Each chapter includes Chapter Review questions, Case studies reflecting issues in the chapters, along with supporting case questions and reflections, as well as stimulating practical examples.

Copyright:

2009

Book Details

Book Quality:

Publisher Quality

ISBN-13:

9781473903685

Related ISBNs:

9781446202227, 9781412911481, 9781412911498, 9781446272367

Publisher:

SAGE Publications

Date of Addition:

08/23/14

Copyrighted By:

Chris Hackley

Adult content:

No

Language:

English

Has Image Descriptions:

No

Categories:

Nonfiction, Business and Finance, Textbooks

Submitted By:

Bookshare Staff

Usage Restrictions:

This is a copyrighted book.

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