Marketing : a critical introduction /

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Hackley, Christopher E.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Los Angeles ; London : SAGE, 2009.
Temas:
Marketing.
Marketing > Case studies.
Marketing > Problems, exercises, etc.
Marketing > Case studies > Problems, exercises, etc.
Electronic books.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 1. Marketing studies : the critical standpoint
  • 2. The origins and institutions of marketing studies
  • 3. Marketing studies and managerial ideology
  • 4. The marketing mix and the challenge of cultural branding
  • 5. The strategy discourse and marketing studies
  • 6. Research, theory and resistance in marketing studies
  • 7. The 'real world' of marketing as literary construction
  • 8. Consumer rationality, critical theory and ethics : three issues for a critical marketing studies.

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