Recommended book: Marketing: A Critical Introduction (Paperback)

Marketing: A Critical Introduction (Paperback)

Marketing: A Critical Introduction (Paperback)

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Item specifics

Condition:

Brand New: A new, unread, unused book in perfect condition with no missing or damaged pages. See the seller’s
Publication Year: 2009
Format: Paperback Language: English
UPC:

9781412911498

ISBN:

9781412911498

EAN:

9781412911498

Marketing: A Critical Introduction (Paperback)

About this product

Synopsis
Does Marketing really work for organizations, managers and citizens? How can Marketing management be studied and practised critically? This key text introduces the essentials of critical thinking within the field of Marketing in easy to read and engaging terms. Integrating critical perspectives with the topics of the typical Marketing program, Chris Hackley has produced an indispensable text for undergraduate and postgraduate Marketing courses. Issues covered include: An introduction to the concepts of Critical Theory Marketing ‘orientation’ and the Marketing ‘mix’ Critique of Marketing principles Marketing and strategy The role of research in Marketing Marketing and managerial ideology Marketing ethics Book jacket. Electronic Inspection Copy available for instructors here ‘I see this book as an important addition to the marketing literature. A weakness in critical approaches to marketing is that they are often not made easily accessible to undergraduate students. Chris Hackley has done a wonderful job in producing a rigorous text that remedies this situation and makes critical perspectives accessible to all’ – Professor Rob Lawson, University of Otago Does marketing really work for organizations, managers and citizens? How can marketing management be studied and practised critically? This key text introduces the essentials of critical thinking within the field of marketing in easy to read and understandable terms. Integrating critical perspectives with the topics of the typical marketing curriculum, Chris Hackley has produced an indispensable supporting text for upper level, undergraduate and postgraduate Marketing courses. A wide range of issues are covered including: – Historical origins and influences in marketing – Introduction to the concepts of Critical Theory – Marketing ‘orientation’ and the marketing ‘mix’ – Critique of marketing principles – Marketing and strategy – The role of research in marketing – Marketing and managerial ideology – Marketing ethics Each chapter includes Chapter Review questions, Case studies reflecting issues in the chapters, along with supporting case questions and reflections, as well as stimulating practical examples. This key text introduces the essentials of critical thinking within the field of marketing in easy to read and understandable terms. Integrating critical perspectives with the topics of the typical marketing curriculum Chris Hackley has produced an indispensable supporting text for upper level, undergraduate Marketing courses. Each chapter includes review questions, case studies reflecting issues in the chapters, along with supporting case questions and reflections, and vignettes that cover stimulating practical examples.

Product Identifiers
ISBN-10 1412911494
ISBN-13 9781412911498
eBay Product ID (ePID) 71669818

Key Details
Author Chris Hackley, Christopher E. Hackley
Number Of Pages 192 pages
Format Paperback
Publication Date 2009-04-01
Language English
Publisher SAGE Publications, Limited
Publication Year 2009

Additional Details
Copyright Date 2009

Dimensions
Weight 12 Oz
Height 0.5 In.
Width 6.7 In.
Length 9.5 In.

Target Audience
Group College Audience

Classification Method
LC Classification Number HF5415
Dewey Decimal 658.8
Dewey Edition 22

Table Of Content
Marketing Studies The Critical Standpoint Origins and Institutions of Marketing Studies Marketing Studies and Managerial Ideology The Marketing Mix and the Challenge of Cultural Branding The Strategy Discourse and Marketing Studies Research, Theory and Resistance in Marketing Studies The ‘Real World’ of Marketing as Literary Construction Consumer Rationality, Critical Theory and Ethics Three Issues for a Critical Marketing Study

Reviews
“I see this book as an important addition to the marketing literature. A weakness in critical approaches to marketing is that they are often not made easily accessible to undergraduate students. Chris Hackley has done a wonderful job in producing a rigorous text that remedies this situation and makes critical perspectives accessible to all.”

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