The Rise of Marketing and Market Research
Book Details
Format
Hardback or Cased Book
Book Series
Worlds of Consumption
ISBN-10
0230341063
ISBN-13
9780230341067
Publisher
Palgrave Macmillan
Imprint
Palgrave Macmillan
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Oct 19th, 2012
Print length
312 Pages
Weight
506 grams
Dimensions
22.10 x 15.10 x 2.30 cms
Ksh 8,100.00
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This volume serves up a combination of broad questions, theoretical approaches, and manifold case studies to explore how people have sought to understand markets and thereby reduce risk, whether they have approached this challenge with a practical view based on their own business acumen or used the tools of scholarship.
Rhetoric about efficient markets is ubiquitous. The many products and businesses that have failed over the past centuries, however, tell a different story. Markets are inherently insecure, and they are made by individuals, businesses, and governments trying to understand and influence them, whether relying on practical experience, theoretical models, or new technologies. This activity is commonly called marketing and this book tells the fascinating history of modern marketing in the United States, Europe, and India.
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