Marketing in Perspective (RLE Marketing)

Business & Finance, Marketing & Sales
Cover of the book Marketing in Perspective (RLE Marketing) by Simon Majaro, Taylor and Francis
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Author: Simon Majaro ISBN: 9781317659853
Publisher: Taylor and Francis Publication: September 15, 2014
Imprint: Routledge Language: English
Author: Simon Majaro
ISBN: 9781317659853
Publisher: Taylor and Francis
Publication: September 15, 2014
Imprint: Routledge
Language: English

This book provides a stimulating perspective on a wide range of important topics and major challenges which confronted marketing management in the 1980s and are still of relevance today. The author applies a critical knowledge of modern theory and practice to pinpoint the crucial importance of three interrelated ingredients – productivity, integration and creativity, for success in an increasingly demanding and cost-effective environment. Each chapter reviews marketing concepts, theories and methods – both recent and well-established and each chapter can be read on its own in response to a specific problem. As well as an extensive bibliography, the volume contains useful case-studies.

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This book provides a stimulating perspective on a wide range of important topics and major challenges which confronted marketing management in the 1980s and are still of relevance today. The author applies a critical knowledge of modern theory and practice to pinpoint the crucial importance of three interrelated ingredients – productivity, integration and creativity, for success in an increasingly demanding and cost-effective environment. Each chapter reviews marketing concepts, theories and methods – both recent and well-established and each chapter can be read on its own in response to a specific problem. As well as an extensive bibliography, the volume contains useful case-studies.

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