This four-volume major work brings together the key articles on
marketing theory, with a distinctive focus on international
developments in the field. In the past few years, the theoretical
and conceptual basis of the discipline has been scrutinised and
deepened via exposure to alternative ways of understanding
marketing and consumer practice. This has occurred as a result of
some truly exemplary research being conducted outside of
marketing's traditional empirical context; the United States. This
major work seeks to engage with this rather underexplored dimension
of marketing theory, taking in literature which, for example,
situates contemporary business marketing practices in a global
context by comparing the systems in West Africa, Argentina, and the
United States, while other contributions explore Chinese, Russian
and West European practices. This comprehensive, global approach to
the topic makes for an invaluable resource for scholars in the
field worldwide.
Volume One: Performing Marketing
Volume Two: Managing Marketplace Relations
Volume Three: The Boundaries of Marketing and Consumer
Practice
Volume Four: Transforming Marketing, Consumer and Society
Dynamics
General
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