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A Very Short, Fairly Interesting and Reasonably Cheap Book about Studying Marketing
This is the book marketing students have been waiting for. Packed full of lively debate and funny anecdotes, this book covers topics marketing students are familiar with, such as key thinkers and concepts, and some they are not. It looks at areas most textbooks ignore, such as the development of marketing as a discipline and as an academic subject, and raises arguments that students haven't heard about in their lectures.
This book is an antidote to the boring textbook that still tackles key areas addressed in marketing courses. It will challenge students' thinking and help them get a good mark on their exams.
Introduction: Studying Marketing
PART ONE: PROPER SUBJECTS THAT PRECEDED MARKETING
Chapter 1: The Economists
Chapter 2: Behavioural Scientists
PART TWO: MARKETING AS A PROPER SUBJECT
Chapter 3: The Marketing Gurus and Some of Their Thinking
Chapter 4: Marketing Concepts and Contexts
PART THREE: SELLING MARKETING
Chapter 5: Why Marketing Doesn't Work
'If you want a clear, well written and authoritative introduction to the ideas and concepts that underpin the marketing discipline, this the book for you' -
Emeritus Professor Michael J Baker
Sweet little book to assist those students wanting a quick immersion into the world of marketing - mainly for those coming from a practitioners perspective.
Ms Julia Calver
UK Centre for Events Management, Leeds Metropolitan University