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In his important history of marketing, Bartels (1988) proposes that the term ‘marketing’ was first used ‘as a noun’, that is, as a label for a particular practice, sometime ‘between 1906 and 1911’ (Bartels, 1988: 3).
The book will be useful to students at undergraduate and MBA level seeking a thorough understanding of the development of marketing theory and practice.
The text covers most of the key areas of marketing such as consumer behavior, market segmentation and target marketing and the principals relating to product, pricing, placement and promotion. Marketing research, new product development and marketing communications is also covered at a basic level.
4 Marketing Theory: A Student Text emergence of the mass market, the articulation of the modern marketing concept, and the transition from an emphasis upon the transaction to the relationship.
Principles of Marketing provides a solid grounding in the core concepts and frameworks of marketing theory and analysis so that business students interested in a major or minor in marketing will also be prepared for more rigorous, upper-level elective courses.
nature of knowledge and theory in marketing. The aim of this handbook is to act as a stimulus for theory development by providing a. comprehensive overview of key issues in marketing theory....
The book will be useful to students at undergraduate and MBA level seeking a thorough understanding of the development of marketing theory and practice. It makes an excellent follow-up to Michael Baker's Marketing: An Introduction.
It covers the historical development of marketing theory, its philosophical underpinnings, major theoretical debates and contemporary issues in marketing theory. Includes bibliographical references and index.
The SAGE Handbook of Marketing Theory . First Edition. Edited by: Pauline Maclaran - Royal Holloway, University of London, UK; Michael Saren - University of Birmingham, UK, University of Leicester, UK; Barbara Stern - Rutgers University, USA; Mark ...
grative theory of marketing and re-institutionalization of marketing. Three articles support knowledge development through developing research propositions, methodologies of marketing literature, and how to measure the impact of marketing scholarship. In addition, the history of AMS is provided to commemorate 50 years of contributions to the