Reconnecting Marketing to Markets (English, Luis Araujo | John Finch | Hans Kjellberg)
by Luis Araujo | John Finch | Hans Kjellberg
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Book Details
Publisher
OUP Oxford
Language
English
ISBN-13
9780199578061
ISBN-10
0199578060
Author
Luis Araujo | John Finch | Hans Kjellberg
About the Book
The historical link between marketing and markets, prevalent until the 1960s, has given way to the view of marketing as a portable set of tools applicable to markets and non-markets alike. By re-establishing the connection between the two, this book examines the argument that marketing produces markets: marketing practices and theories play a very significant role in the production of markets and the kinds of entities and phenomena that populate…
ISBN: 9780199578061
ISBN-13: 9780199578061
ISBN-10: 0199578060
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Product ID: isbn-9780199578061
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