Douglas Brownlie / Michael A J Saren / Robin Wensley / Richard Whittington (eds.)

Gebundenes Buch

Rethinking Marketing

Towards Critical Marketing Accountings

Herausgeber: Brownlie, Douglas; Wensley, Robin; Saren, Michael

Beschreibung

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.

Produktdetails

• Verlag: Sage Publications UK
• Seitenzahl: 292
• Erscheinungstermin: 1. Dezember 1998
• Englisch
• Abmessung: 240mm x 161mm x 20mm
• Gewicht: 605g
• ISBN-13: 9780803974906
• ISBN-10: 0803974906
• Artikelnr.: 21439934

Rezensionen

`This is an important text. It brings together critical reflections on the discipline's contribution in terms of theory, practice and pedagogy and as such is equally as insightful and challenging as some of its recent predecessors (eg Brown et al 1996; Brown and Turley 1997; Brown 1998). The book represents a useful point of departure for those setting off on their own critical journeys and, thus, it should be included on the reading lists of all those carrying out masters or doctoral research in marketing' - Journal of Marketing Management