Marketing in Perspective (RLE Marketing)

<p>This book provides a stimulating perspective on a wide range of important topics and major challenges which confronted marketing management in the 1980s and are still of relevance today. The author applies a critical knowledge of modern theory and practice to pinpoint the crucial importance of three interrelated ingredients – productivity integration and creativity for success in an increasingly demanding and cost-effective environment. Each chapter reviews marketing concepts theories and methods – both recent and well-established and each chapter can be read on its own in response to a specific problem. As well as an extensive bibliography the volume contains useful case-studies. </p>