Förlagets beskrivning
How can marketing create value for consumers, firms, and society? What are the major societal trends that shape contemporary marketing? How and why has marketing become so influential that consumption now defines our entire culture? How can marketing practices contribute to shape society in a more positive way? These are examples of questions that are discussed and answered in this book. Unboxing Marketing problematizes and enriches marketing as it is taught in introductory courses. To do this, the authors use the metaphor of unboxing, which means to unwrap marketing like it was delivered in a closed box created by traditional marketing textbooks. The book builds on the latest scientific research to first unbox some of the major forces affecting society and marketing today, such as globalization, sustainabilization, and polarization. Then the unboxing moves on to how markets are made and remade, the role that value plays, and how contemporary consumer culture operates. Finally, the areas of marketing strategy, marketing research, and marketing in the digital era are unboxed
Fler böcker av författarna
Liknande böcker
Jonas
Äntligen slipper vi de amerikanska tegelstenarna (Betyg 5 av 5)
Bra flyt, lätt att hänga med. Många är vi som blivit påtvingade de tjocka amerikanska marknadsföringsböckerna som aldrig tar slut utan bara går i rundgång med pekpinnar och såhär gör man si och såhär gör man så och modell x och modell y. Denna är mycket mer skriven i dagens tidsanda och mer blinkande ögon.
( Unboxing marketing)
Recensera boken
Skriv en recension och dela dina åsikter med andra. Försök att fokusera på bokens innehåll. Läs våra instruktioner för mer information.
Unboxing marketing
Bokrecensioner » Unboxing marketing : creating value for consumers, firms, and society
|
|
|
|
|
|
|