Summary
Contents
Subject index
‘This is an important text. It brings together critical reflections on the discipline's contribution in terms of theory, practice and pedagogy and as such is equally as insightful and challenging as some of its recent predecessors (eg Brown et al 1996; Brown and Turley 1997; Brown 1998). The book represents a useful point of departure for those setting off on their own critical journeys and, thus, it should be included on the reading lists of all those carrying out masters or doctoral research in marketing’ - Journal of Marketing Management
This book provides a challenging and stimulating coverage of a broad range of key issues in contemporary marketing - such as marketing philosophy, marketing ethics, the marketing profession, and marketing teaching and research - through an innovative dialogue among some of the most renowned international scholars in the field.
Research, Rhetoric and Reality: Marketing's Trifid
Research, Rhetoric and Reality: Marketing's Trifid
Trifid: split or divided into three by deep clefts or notches.
(Oxford English Dictionary)
Marketing instructors operate with a set of widely agreed fundamental marketing principles which are influenced in three ways (see Figure 17.1). First, researchers report conceptual and applied research findings at conferences and in academic journals. Secondly, teachers present the simple mechanics of each area of the theory in an array of pedagogical tools such as textbooks. The third key influence comes from practitioners and their experiences of implementing the principles. When presenting marketing concepts, instructors need to take account of the overlaps and contradictions between all three influences. Having taken account of these aspects, a decision about the appropriate balance ...
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