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Books > Business & Economics > Business & management > Sales & marketing > Market research
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The Roots and Uses of Marketing Knowledge - A Critical Inquiry into the Theory and Practice of Marketing (Hardcover)
Loot Price: R3,381
Discovery Miles 33 810
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The Roots and Uses of Marketing Knowledge - A Critical Inquiry into the Theory and Practice of Marketing (Hardcover)
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Marketing theory is often developed in isolation not collaboration;
theoretical perspectives sometimes are ignorant of the diversity of
marketing practice. In "The roots and uses of marketing knowledge:
a critical inquiry into the theory and practice of marketing", the
author engages with the vital conversation about how marketing
knowledge is created, disseminated and consumed, looking beyond the
traditional reification of practice in theory and verification of
theory in practice. The ontology of this work is anchored in
subjective individual meaning; the epistemological stance assumes
that this meaning is socially constructed. Consequently, rich
empirical data, grounded in the context of experiential evidence,
is extracted from a comprehensive range of marketing
constituencies: academics, practitioners, managers, consultants,
authors, lecturers and students. In its examination of the
polarities, hybridity and iterative flow of marketing knowledge
creation and consumption, this text posits a cohesive argument for
a theory/practice bipartite fusion not dichotomy, adding valuable
insights into the textual, contextual and pedagogical
representations of marketing knowledge. The history and future of
marketing knowledge is examined with the aid of instructive
illustrations and insightful first-hand experience. Drawing on
extensive qualitative research from a broad range of influential
producers and vital consumers, Dr. Smith presents a relevant,
exciting marketing knowledge framework which will be a vital
resource for academics, students and practitioners.
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