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Books > Business & Economics > Business & management > Sales & marketing
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The SAGE Handbook of Marketing Theory (Paperback)
Loot Price: R2,538
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The SAGE Handbook of Marketing Theory (Paperback)
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Bringing together the latest debates concerning the development of
marketing theory, featuring original contributions from a selection
of leading international authors, this collection aims to give
greater conceptual cohesion to the field, by drawing together the
many disparate perspectives and presenting them in one volume. The
contributors are all leading international scholars, chosen to
represent the intellectual diversity within marketing theory.
Divided into six parts, the Handbook covers the historical
development of marketing theory; its philosophical underpinnings;
major theoretical debates; the impact of theory on representations
of the consumer; the impact of theory on representations of the
marketing organisation and contemporary issues in marketing theory.
General
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