|
Category |
MARKETING
|
Abstract |
" THIS INTELLECTUAL BULLDOZEN OF A BOOK ATTACKS THE ALL TOO PREVALENT MINDSET THAT VIEWS MARKETING AS ESSENTIALLY A MANAGERIAL FUNCTION BEST STUDIED FROM A LOGICAL POSITIVIST PERSPECTIVE. IN ITS PLACE THE EDITORS CHAMPION A FAR BROADER VIEW OF MARKETING'S COMPLEX ROLE IN TODAY'S WORLD, A VIEW THAT ONLY TOOLS AND INSIGHTS FROM HISTORICAL ANALYSIS AND CRITICAL THOUGHT, IN ALL ITS MANY FORMS , CAN PROVIDE. STUDENTS AND GRADUATES OF MARKETING PROGRAMS , THAT ALL TOO OFTEN PROVIDE AN UNDULY AN UNJUSTIFIABLY RESTRICTED VIEW OF WHAT'S INTELLECTUALLY GOOD , TRUE AND BEAUTIFUL , SHOULD FIND THIS BOOK A TRULY " MIND BLOWING" LEARNING EXPERIENCE"
|
ISBN |
9780470511985
|
Author(s) |
TADAJEWSKI, MARK
,
BROWNLIE, DOUGLAS T.
|
Credits |
|
Edition |
1ST ED.
|
Year |
2008
|
Publisher |
JOHN WILEY AND SONS
|
Type |
BOOK
|
Keywords |
MARKETING
|
Language |
English |
Collation |
402 P., 25 CM.
|
|