The volumes in this series provide authoritative and topical views of key developments in marketing, drawing on the knowledge and experience of practitioners and academics from around the world. The contributions, reflecting the interests and needs of advanced students, instructors and professionals in marketing and management, include reviews of recent developments, research and experience, and present new concepts and techniques. Each paper links the concepts covered to actual practice and examines the implications for marketing management.
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Table of Contents
Partial table of contents:
Environment-Impacting Consumer Behaviour: A Framework for Social Marketing and Demarketing (G. Foxall).
Green, Ethical and Charitable: Another Marketing Ploy or a New Marketing Era (B. Schlegelmilch).
Marketing and Postmodernism: Opportunity or Aporia?
Capitalism Against Capitalism: Political and Economic Implications of Marketing Practice in Europe (C. Dussart).
Contribution of the Experiential Model to the Analysis of Behaviour in the Cultural Field: A Conceptual and Methodological Approach (D. Bourgeon & M. Filser).
Marketing Orientation: How to Grasp the Phenomenon (A. Dreher).
Reconceptualizing the Marketing Mix (M. Rafiq & P. Ahmed).
Total Quality Management (T. Tahir).
Modifying the Power Balance in a High-Stakes Industrial Relationship (F. Mazet & C. Pardo).