Description
Book SynopsisStudying Marketing is packed full of lively debate and funny anecdotes covering topics marketing students are familiar with, such as key thinkers and concepts, and some they are not. It looks at areas most textbooks ignore, such as the development of marketing as a discipline and as an academic subject, and raises arguments that students haven't heard about in their lectures.
Conceived by Chris Grey as an antidote to conventional textbooks, each book in the Very Short, Fairly Interesting and Reasonably Cheap' series takes a core area of the curriculum and turns it on its head by providing a critical and sophisticated overview of the key issues and debates in an informal, conversational and often humorous way.
Suitable for Marketing students at Undergraduate and Postgraduate level. Along with professionals involved in marketing and anyone interested in how marketing works.
Trade Review′If you want a clear, well written and authoritative introduction to the ideas and concepts that underpin the marketing discipline, this the book for you′ -
Emeritus Professor Michael J Baker
Table of ContentsIntroduction: Studying Marketing PART ONE: PROPER SUBJECTS THAT PRECEDED MARKETING Chapter 1: The Economists Chapter 2: Behavioural Scientists PART TWO: MARKETING AS A PROPER SUBJECT Chapter 3: The Marketing Gurus and Some of Their Thinking Chapter 4: Marketing Concepts and Contexts PART THREE: SELLING MARKETING Chapter 5: Why Marketing Doesn′t Work Epilogue
