This work examines the origins, scope and practice of marketing, from its earliest history, through its "rediscovery" in the mid-20th century, to the discipline that it is today. Over 50 articles provide an overview of and introduction to the practice of marketing. Each article provides a clear definition of the scope and nature of the topic, and an explanation of where the topic fits into the body of marketing knowledge. Key concepts and ideas are identified, defined and described, and current issues and potential future developments are examined.
- ISBN10 0415093953
- ISBN13 9780415093958
- Publish Date September 1995
- Publish Status Out of Print
- Out of Print 2 December 2011
- Publish Country GB
- Publisher Taylor & Francis Ltd
- Imprint Routledge
- Format Hardcover
- Pages 900
- Language English