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    Scientific Text Book

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    anon_290370043
    This document aims to provide an overview of the latest developments in marketing scholarship and practice and make clear links between the two. It discusses key topics currently impacting how marketing is researched and practiced while exploring new marketing ideas and applications in wider contexts.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    Scientific Text Book

    Uploaded by

    anon_290370043
    13 views1 page
    This document aims to provide an overview of the latest developments in marketing scholarship and practice and make clear links between the two. It discusses key topics currently impacting how marketing is researched and practiced while exploring new marketing ideas and applications in wider contexts.

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    Scientific text book

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    This document aims to provide an overview of the latest developments in marketing scholarship and practice and make clear links between the two. It discusses key topics currently impacting how marketing is researched and practiced while exploring new marketing ideas and applications in wider contexts.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    13 views1 page

    Scientific Text Book

    Uploaded by

    anon_290370043
    This document aims to provide an overview of the latest developments in marketing scholarship and practice and make clear links between the two. It discusses key topics currently impacting how marketing is researched and practiced while exploring new marketing ideas and applications in wider contexts.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    This book aims to provide an overview of the latest developments in scholarship and
    practice in marketing and, importantly, make clear links between the two. We have selected key
    topics that are currently impacting on the way marketing is researched and practised, and we use
    these to explore newly emergent marketing ideas and applications. By locating these topics in
    their wider global, social and economic contexts, we also raise a series of theoretical concerns
    surrounding the interrelationships between marketing, society and culture. We do this against the
    backdrop of marketing’s relevance in the contemporary organization.

    During a discussion of current business opportunities with CEOs from five major UK
    companies Brown noticed that ‘The term “marketing” was mentioned only a couple of times in
    an hour of intense exchange. Yet customers, clients and competitiveness were on the executives’
    minds throughout the discussion’. Marketing’s perceived lack of relevance is worrying. Many
    commentators have blamed this decline on an inadequate conception by both academics and
    practitioners of what marketing actually is. Thus, before we go on to give an outline of our topic
    selections, we review some of the current debates about the nature of the marketing role in
    contemporary organiza tions. This review provides a background context for the specific topics
    that follow. First, however, we highlight some of the problems with the definition of marketing.

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