Marketing : a critical introduction /

Bibliographic Details
Call Number:Libro Electrónico
Main Author: Hackley, Christopher E.
Format: Electronic eBook
Language:Inglés
Published: Los Angeles ; London : SAGE, 2009.
Subjects:
Marketing.
Marketing > Case studies.
Marketing > Problems, exercises, etc.
Marketing > Case studies > Problems, exercises, etc.
Electronic books.
Online Access:Texto completo
Table of Contents:
  • 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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