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Marketing: A Critical Textbook

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en Limba Engleză Mixed media product – 11 Jan 2011
Electronic Inspection Copy available for instructors here

Written by a team of renowned experts in the field, Marketing: A Critical Textbook provides a unique introduction and overview of critical approaches to marketing.
Ideally suited to advanced students of marketing, the book uses examples and 'real world' case studies to illustrate and discuss major alternative and critical perspectives on the subject, enabling students to constructively question the conventional assumptions, concepts and models with which they are already familiar.
 
- Explains and debates key concepts in a clear, readable and concise manner.
- Provides practical and innovative demonstrations of abstract and difficult concepts through classroom exercises and individual and group activities.
- Includes a glossary of critical marketing terms.
- Additional material on the companion website, including a full Instructor's Manual and free access to full-text journal articles for students.

Visit the companion website at www.sagepub.co.uk/ellis
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Specificații

ISBN-13: 9781446207048
ISBN-10: 1446207048
Pagini: 256
Dimensiuni: 170 x 242 mm
Greutate: 0.45 kg
Ediția: 1
Editura: SAGE Publications
Colecția Sage Publications Ltd
Locul publicării: London, United Kingdom

Cuprins

Introducing the History of Marketing Theory and Practice
Marketing 'Science' and the Paradigm Debates
What's the Story? Analyzing Marketing Discourse
Interrogating the Ideological Function of Marketing
The Management of Marketing
Taking a Different Look at Business-to-Business Marketing
Consumer Surveillance and Marketing Research
Consumer Rights and Resistance
Consumer Society and the Production of Identity
Marketing and the Sign
Globalization and Ethics