Historical Research in Marketing Management (Paperback)

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.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Series:	Key Issues in Marketing Management
Release date:	September 2018
Editors:	Mark Tadajewski • D. G. Brian Jones
Dimensions:	246 x 174mm (L x W)
Format:	Paperback
Pages:	218
ISBN-13:	978-0-367-00215-2
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management Books > Business & Economics > Business & management > Sales & marketing > Market research
LSN:	0-367-00215-9
Barcode:	9780367002152

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