The Roots and Uses of Marketing Knowledge a Critical Inquiry into the Theory and Practice of Marketing

The Roots and Uses of Marketing Knowledge a Critical Inquiry into the Theory and Practice of Marketing

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...

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Bibliographic Details
Main Author: Smith, Terry
Format: eBook
Language:English
Published: Berlin ; Boston De Gruyter, [2020]
Subjects:
Marketing.
BUSINESS & ECONOMICS > Marketing > Research.
EBSCO eBooks
Electronic books.
Online Access:EBSCOhost
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Table of Contents:
  • Part 1: Foundations of Knowledge
  • Introduction to Part 1: Foundations of Knowledge
  • 1. Introduction
  • 2. Philosophical underpinnings of inquiry into marketing knowledge
  • 3. Knowledge relationships in marketing
  • 4. Methodological approaches to inquiry into marketing knowledge
  • Part 2: Findings of Inquiry
  • Introduction to Part 2: Findings of Inquiry
  • 5. Synopsis of findings
  • 6. Contextual perspectives: Marketing as it is practised
  • 7. Conceptual perspectives: Marketing as it is theorised
  • 8. Pedagogical perspectives: Marketing as it is taught
  • 9. A new Marketing Knowledge Process Model.

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