A very short, fairly interesting and reasonably cheap book about studying marketing
著者
書誌事項
A very short, fairly interesting and reasonably cheap book about studying marketing
SAGE, 2006
- : hbk
- : pbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Studying Marketing is packed full of lively debate and funny anecdotes covering topics marketing students are familiar with, such as key thinkers and concepts, and some they are not. It looks at areas most textbooks ignore, such as the development of marketing as a discipline and as an academic subject, and raises arguments that students haven't heard about in their lectures.
Conceived by Chris Grey as an antidote to conventional textbooks, each book in the 'Very Short, Fairly Interesting and Reasonably Cheap' series takes a core area of the curriculum and turns it on its head by providing a critical and sophisticated overview of the key issues and debates in an informal, conversational and often humorous way.
Suitable for Marketing students at Undergraduate and Postgraduate level. Along with professionals involved in marketing and anyone interested in how marketing works.
目次
Introduction: Studying Marketing
PART ONE: PROPER SUBJECTS THAT PRECEDED MARKETING
Chapter 1: The Economists
Chapter 2: Behavioural Scientists
PART TWO: MARKETING AS A PROPER SUBJECT
Chapter 3: The Marketing Gurus and Some of Their Thinking
Chapter 4: Marketing Concepts and Contexts
PART THREE: SELLING MARKETING
Chapter 5: Why Marketing Doesn't Work
Epilogue
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