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Books > Business & Economics > Business & management > Sales & marketing > Market research
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Historical Research in Marketing Management (Hardcover)
Loot Price: R2,681
Discovery Miles 26 810
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Historical Research in Marketing Management (Hardcover)
Series: Key Issues in Marketing Management
Expected to ship within 12 - 17 working days
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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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