Marketing is at the center of the boom in business education. In this ground-breaking new work, Chris Hackley presents a social-constructionist critique of popular approaches to teaching, theorising and writing about marketing. It draws on a wide range of up-to-date European and North American case studies.
Marketing is at the center of the boom in business education. In this ground-breaking new work, Chris Hackley presents a social-constructionist critique of popular approaches to teaching, theorising and writing about marketing. It draws on a wide range of up-to-date European and North American case studies.
Chris Hackley has studied or held academic posts at seven UK universities. His qualifications include a PhD in Marketing and a first class honours BSc in Social Science. He teaches Marketing to undergraduate and postgraduate students and researchers. His publications on marketing theory and research have appeared in British, European and American marketing and management journals.
Inhaltsangabe
1. Marketing, ideology and an excess of reflex 2. Social constructionism and a funny turn for marketing thought 3. All together now: what is marketing? 4. Marketing in a world of mediated communication 5. Marketing's death, rebirth and resurrection 6. Tell me George, where did it all go wrong? 7. Marketing and social construction: knowledge, critique and research in marketing
1. Marketing, ideology and an excess of reflex 2. Social constructionism and a funny turn for marketing thought 3. All together now: what is marketing? 4. Marketing in a world of mediated communication 5. Marketing's death, rebirth and resurrection 6. Tell me George, where did it all go wrong? 7. Marketing and social construction: knowledge, critique and research in marketing
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