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International Perspectives of Marketing Theory
Foyalty 1955

International Perspectives of Marketing Theory (Hardback)

£645.00
Usually despatched in 1 week.

Synopsis

This four-volume major work brings together the key articles on marketing theory, with a distinctive focus on international developments in the field. In the past few years, the theoretical and conceptual basis of the discipline has been scrutinised and deepened via exposure to alternative ways of understanding marketing and consumer practice. This has occurred as a result of some truly exemplary research being conducted outside of marketing's traditional empirical context; the United States. This major work seeks to engage with this rather underexplored dimension of marketing theory, taking in literature which, for example, situates contemporary business marketing practices in a global context by comparing the systems in West Africa, Argentina, and the United States, while other contributions explore Chinese, Russian and West European practices. This comprehensive, global approach to the topic makes for an invaluable resource for scholars in the field worldwide.







Volume One: Performing Marketing





Volume Two: Managing Marketplace Relations





Volume Three: The Boundaries of Marketing and Consumer Practice





Volume Four: Transforming Marketing, Consumer and Society Dynamics

BusinessBusiness & managementManagement & management techniquesManagement of specific areas & peopleBusinessBusiness & managementSales & marketing Publisher: SAGE Publications Ltd Publication Date: 12/12/2013 ISBN-13: 9781446273609  Details: Type: Hardback Format: Books
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I have previously taught at the Universities of Leicester, Essex and Strathclyde and my research interests are fairly eclectic. I continue to engage in research related to the history of marketing, with a specific focus on the influence of the Cold War on marketing and advertising theory. An on-going stream of research deals with racism and eugenics in marketing theory, thought and practice. Suffice to say, these are just a sample of what is presently occupying my attention.

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