Marketing Perspectives
Andrew MacLaren, Thomas Farrington, Kevin D O'Gorman
ISBN: 9781911396185 HBK; 9781911396192 PBK; 9781911396208 eBook
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Marketing Perspectives develops beyond the core concepts of marketing to introduce important points of view on contemporary marketing.
Areas include some of the most significant and fast growing sectors of the developed economy, such as:
This book also offers some interesting and useful perspectives on marketing that aren't so often covered, for example managing a marketing budget and an historical perspective on marketing.
To help support their learning, readers have access to a range of online resources including chapter-by-chapter multiple choice questions which will enable them to assess how well they have grasped individual chapters. The text also features a range of supplementary readings, in text exercises and cases/examples to help bring concepts to life.
Publication: June 2017
Areas include some of the most significant and fast growing sectors of the developed economy, such as:
- Digital marketing
- The experience economy and services marketing
- Co-creation and customer engagement
This book also offers some interesting and useful perspectives on marketing that aren't so often covered, for example managing a marketing budget and an historical perspective on marketing.
To help support their learning, readers have access to a range of online resources including chapter-by-chapter multiple choice questions which will enable them to assess how well they have grasped individual chapters. The text also features a range of supplementary readings, in text exercises and cases/examples to help bring concepts to life.
Publication: June 2017
About the authors
Andrew MacLaren, Assistant Professor in Marketing and Management, School of Business Management, Herriot-Watt University, UK.Thomas Farrington, Research Associate, School of Business Management, Heriot-Watt University, UK.
Kevin O’Gorman, former Deputy Head of School and Head of Business Management, Heriot-Watt University, UK.
About the authors
Andrew MacLaren, Assistant Professor in Marketing and Management, School of Business Management, Herriot-Watt University, UK.Thomas Farrington, Research Associate, School of Business Management, Heriot-Watt University, UK.
Kevin O’Gorman, former Deputy Head of School and Head of Business Management, Heriot-Watt University, UK.
Sample files
Contents, preface and copyright.pdfChapter 1.pdfChapter 2.pdf
Chapter 3.pdf
Chapter 4.pdf
Chapter 5.pdf
Chapter 6.pdf
Chapter 7.pdf
Chapter 8.pdf
Chapter 9.pdf
Chapter 10.pdf
Chapter 11.pdf
Chapter 12.pdf