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...
| Главный автор: | |
|---|---|
| Формат: | Электронная книга |
| Язык: | English |
| Публикация: |
Berlin ; Boston
De Gruyter,
[2020]
|
| Предметы: | |
| Online-ссылка: | EBSCOhost Перейти в каталог НБ ТГУ |
Оглавление:
- 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.