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portada Historical Research in Marketing Management (Key Issues in Marketing Management)
Type
Physical Book
Publisher
Author
Language
English
Pages
218
Format
Paperback
ISBN13
9780367002152
Edition No.
1

Historical Research in Marketing Management (Key Issues in Marketing Management)

Mark Tadajewski (Editor), D. G. Brian Jones (Editor) (Author) · Routledge · Paperback

Historical Research in Marketing Management (Key Issues in Marketing Management) - Mark Tadajewski (Editor), D. G. Brian Jones (Editor)

New Book Imported to Taiwan
Delivery: 27 Jul - 07 Aug Shipping: 12 to 16 business days.
NT$ 1,988
NT$ 1,988

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Synopsis "Historical Research in Marketing Management (Key Issues in Marketing Management) "

This collection of articles deal with marketing history and the history of marketing thought, placing these subjects within a marketing management context. Despite the crucial role that historical research can play in expanding our understanding of marketing, studies of the history of marketing are thin on the ground. This volume aims to address this gap. Topics include the history of the Boston Consulting Group's growth-share matrix, branding, the emergence of marketing schools of thought, managerialism, the marketing concept, relationship marketing, scientific management and marketing, and critical marketing studies. The introduction discusses the three themes that run through the collection: historical method, marketing history, and the history of marketing thought. This book was originally published as a special issue of the Journal of Marketing Management.

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