Description

Book Synopsis
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: • 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 Contents
Introduction (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

Marketing Perspectives

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    A Paperback / softback by Andrew MacLaren, Thomas Farrington, Kevin O'Gorman

    £35.14

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      Book details

      Publisher Goodfellow Publishers Limited
      Published 31 August 2017
      ISBN-13 9781911396192
      978-1911396192
      ISBN-10 1911396196

      Description

      Book Synopsis
      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: • 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 Contents
      Introduction (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

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