The Roots and Uses of Marketing Knowledge

A Critical Inquiry into the Theory and Practice of Marketing

Auteurs

• Terry Smith

Paramètres

• 236 pages
• 9 heures de lecture

• Affaires et économie

En savoir plus sur le livre

Examining the disconnect between marketing theory and practice, this book critiques how theories are often created in isolation, neglecting the diverse realities of marketing applications. It explores the historical roots of marketing knowledge, emphasizing the need for a collaborative approach to better align theoretical frameworks with practical experiences. By addressing these gaps, the author aims to enhance understanding and effectiveness in the field of marketing.

Achat du livre

• Année de publication: 2020
• Reliure: (rigide)