Table of Contents: Marketing :

Bibliographic Details
Main Author:	Hackley, Christopher E.
Format:	eBook
Language:	English
Published:	Los Angeles ; London : SAGE, 2009.
Subjects:	Marketing. Marketing > Case studies. Marketing > Problems, exercises, etc. Marketing > Case studies > Problems, exercises, etc. Electronic books.
Online Access:	https://recursos.uloyola.es/login?url=https://accedys.uloyola.es:8443/accedix0/sitios/ebook.php?id=131315

Table of Contents:

1. Marketing studies : the critical standpoint
2. The origins and institutions of marketing studies
3. Marketing studies and managerial ideology
4. The marketing mix and the challenge of cultural branding
5. The strategy discourse and marketing studies
6. Research, theory and resistance in marketing studies
7. The 'real world' of marketing as literary construction
8. Consumer rationality, critical theory and ethics : three issues for a critical marketing studies.