Description
Book SynopsisMarketing 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: • 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.
Table of ContentsIntroduction (Tom Farrington and Andrew MacLaren); Ch 2 History (Keith Gori); Ch 3 Money (Darren Jubb); Ch 4 The Internet (Tom Farrington and Rodrigo Perez-Vega); Ch 5 Customers: From marketed at, to marketed with… (Matthew Alexander); Ch 6 Consumers (Tom Farrington) Ch 7 Services (Andrew MacLaren); Ch 8 Small Business Marketing (Elaine Collinson); Ch9 Networks (Lindsay Stringfellow); Ch 10 Not-For-Profit (Ross Curran); Ch 11 Celebrities (Tom Farrington, Andrew MacLaren and Kevin O’Gorman); Ch 12 Revision (Tom Farrington and Andrew MacLaren); Index
