Marketing in Perspective (RLE Marketing)

1st Edition

Simon Majaro

Routledge
Published November 26, 2015
Reference - 252 Pages
ISBN 9781138980471 - CAT# Y209226
Series: Routledge Library Editions: Marketing

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Summary

This book provides a stimulating perspective on a wide range of important topics and major challenges which confronted marketing management in the 1980s and are still of relevance today. The author applies a critical knowledge of modern theory and practice to pinpoint the crucial importance of three interrelated ingredients – productivity, integration and creativity, for success in an increasingly demanding and cost-effective environment. Each chapter reviews marketing concepts, theories and methods – both recent and well-established and each chapter can be read on its own in response to a specific problem. As well as an extensive bibliography, the volume contains useful case-studies.

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