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1. |
Record Nr. |
UNINA9910814437803321 |
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Titolo |
Rethinking marketing / / edited by Douglas Brownlie ... [et al.] |
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Pubbl/distr/stampa |
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ISBN |
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1-4462-8005-5 |
1-282-62340-0 |
9786612623400 |
0-85702-597-X |
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Edizione |
[1st ed.] |
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Descrizione fisica |
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1 online resource (xii, 273 p.) : ill |
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Altri autori (Persone) |
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Disciplina |
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Soggetti |
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Marketing |
Consumer behavior |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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pt. 1. Marketing philosophy -- pt. 2. Redefining markets -- pt. 3. Reframing consumers -- pt. 4. Marketing ethics -- pt. 5. The marketing profession -- pt. 6. Marketing pedagogy. |
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Sommario/riassunto |
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A unique and comprehensive reflection on marketing as a field of study, research and practice, this volume proposes new ways forward for the discipline and the profession. |
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