3080 Pages
by
Routledge
Parallel to the continuing growth of interest in marketing has developed a concern for the history of marketing thought and for the evolution of marketing theory. This concern is mirrored by the introduction of many courses at both undergraduate and graduate level which address these topics. However, the relevant sources themselves remain difficult to access, especially those that are over... Read more
Coverage includes: The Evolution of the Marketing Concept; The Historical Perspective; Foundations of Marketing Theory; Buyer Behaviour; Marketing Strategy; Analytical Frameworks - Tools and Techniques for the Analysis of Marketing Problems; Differentiation and Segmentation; Branding and Positioning; The Marketing Mix; International Marketing and Services Marketing.
Biography
Edited by Michael J. Baker
