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About this book
This book is intended for practitioners and academics who wish to develop an understanding of marketing in an international context. The book provides a series of critical perspectives on marketing from senior authors around the world. The book is not about 'what marketing is' for this is already recorded in innumerable texts. Rather the text gives comments, views, positive statements, criticisms and doubts from leading authors, concerning marketing and its role within business and as an academic subject in the 21st century.
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Yes, you can access The Future of Marketing by P. Kitchen in PDF and/or ePUB format, as well as other popular books in Business & International Business. We have over one million books available in our catalogue for you to explore.
Information
Table of contents
- Cover
- Contents
- List of Figures
- List of Tables
- Notes on the Contributors
- Acknowledgements
- List of Abbreviations
- 1 Editorial Stance on the Future of Marketing: Critical 21st-Century Perspectives
- 2 Redesigning Marketing to Fit a Different Market place
- 3 Rethinking the Value Concept in Marketing
- 4 Knowledge Transfer through Marketing Textbooks: The Howard and Sheth Buyer Behaviour
- 5 Professionalism in Marketing: An Oxymoron?
- 6 How Clients Can Improve their Advertising by Improving their Decision-Making
- 7 Corporate Branding: The Marketing Perspective
- 8 Let’s Do the Time Warp Again: A Marketing Manifesto for Retro Revolutionaries
- 9 The Future of Marketing
- 10 Drawing the Strands Together
- 11 A Meeting of Minds
- References
- Index