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The Roots and Uses of Marketing Knowledge: A Critical Inquiry into the Theory and Practice of Marketing
By Terry Smith
eBook
$139.99
By Terry Smith
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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 ont...