Overview
- Provides an innovative approach to learning about key marketing concepts through an exciting collaboration with one of the leading marketing magazines, Marketing Week
Provides readers with the opportunity to see how marketing theory is realised in practice through key Marketing Week clippings and articles
Each article is supported by key questions and possible 'problem solving' approaches that is useful in stimulating debate about the various marketing concepts discussed
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Table of contents (16 chapters)
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Front Matter
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Issues in Market Analysis and Customer Behaviour
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Front Matter
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Issues in Marketing Programmes
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Front Matter
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Issues in Strategic Marketing Planning
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Front Matter
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Keywords
About this book
This book provides an overview of the main elements of marketing together with the key issues in contemporary marketing, explored through the reproduction of significant clippings from Marketing Week. Questions on these clippings can be used as assignments and seminar topics, whilst answers and possible 'problem solving' approaches are suggested.
Authors and Affiliations
About the authors
LUIZ MOUTINHO is Professor of Marketing, Glasgow Business School, University of Glasgow.
Bibliographic Information
Book Title: Contemporary Issues in Marketing
Authors: Martin Evans, Luiz Moutinho
DOI: https://doi.org/10.1007/978-1-349-14299-6
Publisher: Red Globe Press London
Copyright Information: Macmillan Publishers Limited 1999
Edition Number: 1
Number of Pages: XI, 240
Additional Information: Previously published under the imprint Palgrave
Topics: Marketing
Industry Sectors: Aerospace, Automotive, Biotechnology, Chemical Manufacturing, Consumer Packaged Goods, Engineering, Finance, Business & Banking, IT & Software, Materials & Steel, Pharma, Telecommunications