Kód: 04892634
This thought--provoking book chronicles the evolution of marketing theories and the rationales behind them. The authors present a typology for the twelve schools of marketing thought, and describe a comprehensive metatheoretical f ... celý popis
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This thought--provoking book chronicles the evolution of marketing theories and the rationales behind them. The authors present a typology for the twelve schools of marketing thought, and describe a comprehensive metatheoretical framework based on six basic criteria. They also develop a list of concepts and axioms useful in generating a practical theory of marketing. References are extensive and include many pioneering, seldom--cited works. Graduate students and marketing professionals will find this a stimulating and practical work.
Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Sales & marketing
6017 Kč
Osobní odběr Praha, Brno a 12903 dalších
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