The Marketing Era : From Professional Practice to Global Provisioning
Book Details
Format
Paperback / Softback
ISBN-10
0415945445
ISBN-13
9780415945448
Publisher
Taylor & Francis Ltd
Imprint
Routledge
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Oct 9th, 2003
Print length
294 Pages
Weight
540 grams
Product Classification:
AnthropologySales & marketing
Ksh 9,550.00
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Tracing the genealogy of marketing, this title maps out the organizing principles and cultural logic of the profession. It looks at topics such as the logic of marketing strategy, global marketing practice, and the moral history of marketing.
Marketing has situated itself as an indispensable tool in today''s business world-an unavoidable step in the process from production to consumption. This book is the first of its kind to map out the organizing principles and cultural logic of marketing, and trace the profession''s ascent to global domination. Applbaum argues that marketing can be seen as a particular set of cultural practices that surfaced in reaction to the affluence of Western society, and not the answer to the call of inherent human needs and wants. In order to understand globalization, transnational corporations, and the spread of consumer culture, one must understand the logic of marketing.
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