Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

A Theory of MarketingIntroduction

A Theory of Marketing: Introduction [This dissertation documents an attempt to rethink one of the most exciting socio-economic phenomena of the emerging 21st century: the concept and reality of marketing. As marketing is a world of its own, which it takes at least a decade of reading and practice to travel across, it is important to mention what this thesis is not going to deliver. This study does not intend to rewrite any of the innumerable theories in marketing, nor is it a fast practical guide on how to sell more at lower costs. It is not a basis for another marketing hype, nor a suitable asset when opening a consulting agency. And, it is not another attempt to revitalize a longforgotten 30-year-old business idea in the new costume of marketing.] http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Theory of MarketingIntroduction

A Theory of Marketing — Jan 1, 2006
Download PDF
14 pages

Loading next page...
 
/lp/springer-journals/a-theory-of-marketing-introduction-san6F5ijZF

References (0)

References for this paper are not available at this time. We will be adding them shortly, thank you for your patience.

Publisher
DUV
Copyright
© Deutscher Universitäts-Verlag | GWV Fachverlage GmbH, Wiesbaden 2006
ISBN
978-3-8350-0304-0
Pages
1 –15
DOI
10.1007/978-3-8350-9131-3_1
Publisher site
See Chapter on Publisher Site

Abstract

[This dissertation documents an attempt to rethink one of the most exciting socio-economic phenomena of the emerging 21st century: the concept and reality of marketing. As marketing is a world of its own, which it takes at least a decade of reading and practice to travel across, it is important to mention what this thesis is not going to deliver. This study does not intend to rewrite any of the innumerable theories in marketing, nor is it a fast practical guide on how to sell more at lower costs. It is not a basis for another marketing hype, nor a suitable asset when opening a consulting agency. And, it is not another attempt to revitalize a longforgotten 30-year-old business idea in the new costume of marketing.]

Published: Jan 1, 2006

Keywords: Marketing Research; Marketing Practice; American Market Association; Marketing Concept; Dominant Logic

There are no references for this article.