The Future of Marketing: Critical 21st Century Perspectives

Kitchen, P.

This book is intended for practitioners and academics who wish to develop an understanding of marketing in an international context. The book provides a series of critical perspectives on marketing from senior authors around the world. The book is not about 'what marketing is' for this is already recorded in innumerable texts. Rather the text gives comments, views, positive statements, criticisms and doubts from leading authors, concerning marketing and its role within business and as an academic subject in the 21st century.

Details

Published by: Palgrave Macmillan

Publication Date: 2003-02-04

Format: Hardcover

ISBN-13: 9780333992869

DOI: 10.1057/9780230599857

Dimensions: 216cm x140cm

Pages: 196