Perspectives on marketing management

1991-01-01book162 citationsclosed

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Market Dynamics

Abstract

Partial table of contents: Environment-Impacting Consumer Behaviour: A Framework for Social Marketing and Demarketing (G. Foxall) Green, Ethical and Charitable: Another Marketing Ploy or a New Marketing Era (B. Schlegelmilch) Marketing and Postmodernism: Opportunity or Aporia? (S. Brown) Capitalism Against Capitalism: Political and Economic Implications of Marketing Practice in Europe (C. Dussart) Contribution of the Experiential Model to the Analysis of Behaviour in the Cultural Field: A Conceptual and Methodological Approach (D. Bourgeon & M. Filser) Marketing Orientation: How to Grasp the Phenomenon (A. Dreher) Reconceptualizing the Marketing Mix (M. Rafiq & P. Ahmed) Total Quality Management (T. Tahir) Modifying the Power Balance in a High-Stakes Industrial Relationship (F. Mazet & C. Pardo) Index.

Citations in this library

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