Picture 1 of 1
Stock photo
Picture 1 of 1
Stock photo
Marketing : A Critical Textbook by Matthew Higgins, James Fitchett, Nick Ellis, Ming Lim and Gavin Jack (2010, Trade Paperback)
Awesomebooksusa (439989)
97.9% positive feedback
Price:
US $9.83
ApproximatelyRM 41.40
+ $6.99 shipping
Returns:
No returns, but backed by .
Condition:
Oops! Looks like we're having trouble connecting to our server.
Refresh your browser window to try again.
About this product
Product Identifiers
PublisherSAGE Publications, The Limited
ISBN-101848608780
ISBN-139781848608788
eBay Product ID (ePID)92947092
Product Key Features
Number of Pages256 Pages
Publication NameMarketing : a Critical Textbook
LanguageEnglish
SubjectMarketing / General
Publication Year2010
TypeTextbook
AuthorMatthew Higgins, James Fitchett, Nick Ellis, Ming Lim, Gavin Jack
Subject AreaBusiness & Economics
FormatTrade Paperback
Dimensions
Item Height3.8 in
Item Weight16.8 Oz
Item Length0.2 in
Item Width2.7 in
Additional Product Features
Intended AudienceCollege Audience
LCCN2010-922904
Dewey Edition22
IllustratedYes
Dewey Decimal658.8
Table Of ContentIntroducing the History of Marketing Theory and Practice Marketing Science and the Paradigm DebatesWhats the Story? Analyzing Marketing DiscourseInterrogating the Ideological Function of Marketing The Management of MarketingTaking a Different Look at Business-to-Business Marketing Consumer Surveillance and Marketing Research Consumer Rights and ResistanceConsumer Society and the Production of IdentityMarketing and the Sign Globalization and Ethics
SynopsisAlternative, engaging, aimed at students, and written with the intention to challenge and educate. The onus is on fostering active consideration of marketing in the world., With a focus on introducing the key concepts of critical and alternative marketing, this text brings the real-world challenges and considerations of marketing to students. Both productive and positive, the approach taken offers other ways of looking at, and solving, marketing 'problems'. Using examples and case studies to illustrate and discuss major alternative and critical perspectives on the subject, it enables students to constructively question the conventional assumptions, concepts and models with which they are already familiar. -Each chapter in this book presents the alternative(s) approaches to the topic step by step -Real world case studies and examples -Fully supported with chapter pedagogy -Features a Companion Website, including Instructor's Manual, - Additional material on the companion website, including a full Instructor's Manual and free access to full-text journal articles for students., 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 Instructors Manual and free access to full-text journal articles for students.
LC Classification NumberHF5415
Be the first to write a review
