Contemporary Issues in Marketing - Principles and Practice (Hardcover)

As the landscape of marketing knowledge changes, contemporary buyers, be it individuals or organisations are now more informed, more demanding and crave value co-creation with marketers. This, coupled with technological and socio-cultural changes, provides robust evidence that the old perspectives, assumptions, and practices of marketing are no longer satisfactory. Contemporary Issues in Marketing is a comprehensive, up-to-date, and cutting edge resource that presents a coherent understanding of topical issues in marketing. Bringing together theory and practitioners' perspectives, it firmly addresses the prevailing challenges in the marketing world. Using vignettes on topics such as technology, ethics and practitioner viewpoints, this book explores the paradigm shift in marketing and developments in thoughts throughout the discipline.

General

Imprint:	Sage Publications Ltd
Country of origin:	United Kingdom
Release date:	September 2019
First published:	2019
Authors:	Ayantunji Gbadamosi
Dimensions:	232 x 186mm (L x W)
Format:	Hardcover
Pages:	480
ISBN-13:	978-1-5264-7886-3
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	1-5264-7886-2
Barcode:	9781526478863

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