The Future of Marketing

Critical 21st Century Perspectives
2003. Auflage 2003
ISBN: 978-0-333-99286-9
Verlag: Palgrave MacMillan UK

Buch, Englisch, 196 Seiten, Format (B × H): 143 mm x 229 mm, Gewicht: 390 g

This book is intended for practitioners and academics who wish to develop an understanding of marketing in an international context. The book provides a series of critical perspectives on marketing from senior authors around the world. The book is not about 'what marketing is' for this is already recorded in innumerable texts. Rather the text gives comments, views, positive statements, criticisms and doubts from leading authors, concerning marketing and its role within business and as an academic subject in the 21st century.

Zielgruppe

Research

Autoren/Hrsg.

Kitchen, P.

Inhaltsverzeichnis

Editorial Stance on the Future of Marketing: Critical 21st Century Perspectives; P.J.Kitchen Redesigning Marketing to Fit a Different Marketplace; D.E.Schultz Rethinking the Value Concept in Marketing; W.F.Raaji & T.Poiesz Knowledge Transfer Through Marketing Textbooks: The Howard and Sheth Typology; W.Waterschoot & E.Gijsbrechts Professionalism in Marketing: An Oxymoron?; M.Thomas How Clients Can Improve Their Advertising By Improving Their Decision-Making; J.P.Jones Corporate Branding: The Marketing Perspective; C.Riel & G.Berens Let's Do the Time Warp Again: A Marketing Manifesto For Retro Revolutionaries; S.Brown The Future of Marketing; J.N.Sheth & R.S.Sissodia Drawing the Strands Together; P.J.Kitchen A Meeting of Minds; P.J.Kitchen

Über Autor(innen)

DON E. SCHULTZ Professor (Emeritus) of Integrated Marketing Communications, Medill School of Journalism, Northwestern University
W. FRED VAN RAAJI Professor of Economic Psychology, Tilburg University
THEO POIESZ Professor of Economic Psychology, Tilburg University
WALTER VAN WATERSCHOOT Professor of Marketing, University of Antwerp
ELS GIJSBRECHTS Professor of Marketing, Tilburg University
MICHAEL THOMAS Emeritus Professor of Marketing, Strathclyde University
JOHN PHILIP JONES Professor, Department of Advertising, Syracuse University, New York
CEES VAN RIEL Professor of Corporate Communications and Director of the Corporate Communications Centre, Erasmus University
GUIDO BERENS Doctoral Student, Erasmus University
STEPHEN BROWN Professor of Marketing Research, University of Ulster
JAGDISH N. SHETH Charles H. Kellstadt Professor of Marketing, Goizueta Business School
RAJENDRA S. SISODIA Trustee Professor of Marketing & Founding Director of the Center for Marketing Technology, Bentley College