Roots and uses of marketing knowledge 9783110631142

Варианты приобретения

Цена: 111510.00T
Кол-во:
Наличие: Поставка под заказ. Есть в наличии на складе поставщика.
Склад Америка: 281 шт.
При оформлении заказа до:
Ориентировочная дата поставки:
При условии наличия книги у поставщика.

Добавить в корзину

в Мои желания

Автор: Smith, Terry
Название: Roots and uses of marketing knowledge
ISBN: 9783110631142
Издательство: Walter de Gruyter
Классификация:

Управление продажами и маркетингом

Исследование рынка

ISBN-10: 3110631148
Обложка/Формат: Hardback
Страницы: 235
Вес: 0.53 кг.
Дата издания: 20.01.2020
Серия: Economics/Business/Finance
Язык: English
Иллюстрации: 38 tables, black and white; 19 illustrations, black and white
Размер: 177 x 255 x 18
Читательская аудитория: Professional and scholarly
Ключевые слова: Sales & marketing management, BUSINESS & ECONOMICS / Marketing / Research
Подзаголовок: A critical inquiry into the theory and practice of marketing
Рейтинг:
Поставляется из: Германии
Описание:

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.

Roots and uses of marketing knowledge, Smith, Terry