The Roots and Uses of Marketing Knowledge : : A Critical Inquiry into the Theory and Practice of Marketing /

The Roots and Uses of Marketing Knowledge : : A Critical Inquiry into the Theory and Practice of Marketing / / Terry Smith.

Marketing theory is often developed in isolation not collaboration; theoretical perspectives sometimes are ignorant of the diversity of marketing practice. In “The roots and uses of marketing knowledge: a critical inquiry into the theory and practice of marketing”, the author engages with the vital...

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Bibliographic Details
Superior document:Title is part of eBook package: De Gruyter DG Ebook Package English 2020
VerfasserIn:
Smith, Terry,
Place / Publishing House:Berlin ;, Boston : : De Gruyter, , [2020]
©2020
Year of Publication:2020
Language:English
Online Access:
Physical Description:1 online resource (XVI, 219 p.)
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Table of Contents:
  • Frontmatter
  • Acknowledgements
  • Contents
  • Macrostructure of this book
  • Part 1: Foundations of Knowledge
  • Introduction to Part 1: Foundations of Knowledge
  • 1. Introduction
  • 2. Philosophical underpinnings of inquiry into marketing knowledge
  • 3. Knowledge relationships in marketing
  • 4. Methodological approaches to inquiry into marketing knowledge
  • Part 2: Findings of Inquiry
  • Introduction to Part 2: Findings of Inquiry
  • 5. Synopsis of findings
  • 6. Contextual perspectives: Marketing as it is practised
  • 7. Conceptual perspectives: Marketing as it is theorised
  • 8. Pedagogical perspectives: Marketing as it is taught
  • 9. A new Marketing Knowledge Process Model
  • References
  • Abbreviations
  • List of Figures
  • List of Tables
  • Index

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