Wow! eBook
Perspectives on Marketing Management: v. 4 Volume 4 ed. Edition
Author(s): Michael J. Baker
- Publisher: John Wiley & Sons Ltd
- Publication Date: 9 May 1994
- Edition: Volume 4 ed.
- Language: English
- Print length: 320 pages
- ISBN-10: 0471943177
- ISBN-13: 9780471943174
Book Description
This series of annual volumes provides an authoritative and topical view of key developments in marketing, drawing on the knowledge and experience of contributors, both academics and practitioners from all over the world. Most chapters are reviews of recent developments, research and experience, but some summarize an important study or project, or present new concepts or techniques. Each chapter links concepts of research to issues of practice and examines implications for marketing management. This volume encompasses three broad themes – environmentalism and the emergence of “green marketing”, theoretical and conceptual analysis, and developments in business marketing.
