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Books > Business & Economics > Business & management > Sales & marketing
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Critical Marketing (Paperback)
Loot Price: R1,537
Discovery Miles 15 370
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Critical Marketing (Paperback)
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Marketing is still widely perceived as simply the creator of wants
and needs through selling and advertising and marketing theory has
been criticized for not taking a more critical approach to the
subject. This is because most conventional marketing thinking takes
a broadly managerial perspective without reflecting on the wider
societal implications of the effects of marketing activities.
In response this important new book is the first text designed to
raise awareness of the critical, ethical, social and methodological
issues facing contemporary marketing. Uniquely it provides:
- The latest knowledge based on a series of major seminars in the
field
- The insights of a leading team of international contributors with
an interdisciplinary perspective
. A clear map of the domain of critical marketing
- A rigorous analysis of the implications for future thinking and
research.
For faculty and upper level students and practitioners in
Marketing, and those in the related areas of cultural studies and
media Critical Marketing will be a major addition to the literature
and the development of the subject.
* The only critical marketing text by marketing academics
* Features leading international contributors
* Maps out the domain of critical marketing using
inter-disciplinary perspectives
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