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Reconnecting Marketing to Markets
Reconnecting Marketing to Markets
Author: Luis Araujo, John Finch, Hans Kjellberg
The historical link between marketing and markets, prevalent until the 1960s, has given way to the view of marketing as a portable set of tools applicable to markets and non-markets alike. By re-establishing the connection between the two, this book examines the argument that marketing produces markets: marketing practices and theories play a ve...  more »
ISBN-13: 9780199578061
ISBN-10: 0199578060
Publication Date: 1/25/2011
Pages: 320
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Publisher: Oxford University Press, USA
Book Type: Hardcover
Other Versions: Paperback
Members Wishing: 0
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