The first edition of marketing theory a student text first appeared in 2000 in order to fulfil the need for an advanced text to be used in capstone courses in marketing by students who had studied the subject in some depth to pull together and consolidate the principal ideas concepts and theories that underpin the discipline a selection of 18 chapters was seen as meeting this need and . Tackling the roots of marketing theory and unraveling the many influences and debates that have come to define the discipline this book is a must have student textbringing together new and original chapters together with updated seminal chapters from the popular previous edition marketing theory a student text second edition is an . Summary of key features a marketing theory text written specifically for students provides an introduction and overview of the role of theory in marketing contributors are leading well established authorities in their fields explains key concepts for students in a clear readable and concise manner. Marketing theory a student text is a collection of original contributions on the subject of marketing theory from area specialists it provides a number of concise authoritative and clear summaries of aspects of marketing theory which form the foundations on which the discipline and practice of marketing is based
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