A Critical Textbook
- Nick Ellis - Durham University, UK
- James Fitchett - University of Leicester, UK
- Matthew Higgins - University of Leicester, UK
- Gavin Jack - Monash University, Australia
- Ming Lim - University of Leicester, UK
- Michael Saren - University of Birmingham, UK
- Mark Tadajewski - York University, UK
Marketing (General) | Marketing Strategy & Theory
Ideally suited to advanced students of marketing, the book uses examples and 'real world' case studies to illustrate and discuss major alternative and critical perspectives on the subject, enabling students to constructively question the conventional assumptions, concepts and models with which they are already familiar.
- Explains and debates key concepts in a clear, readable and concise manner.
- Provides practical and innovative demonstrations of abstract and difficult concepts through classroom exercises and individual and group activities.
- Includes a glossary of critical marketing terms.
- Additional material on the companion website, including a full Instructor's Manual and free access to full-text journal articles for students.
A useful reference book that supports key themes.
Excellent textbook, though a bit too abstract at times for MBA-level students.
The approach taken by the book is not exactly useful for an introductory course, but the text is very informative and might be extremely helpful at a graduate/MBA level.
A very insightful text that provides an excellent critical framework for evaluating marketing practice. High level for undergraduate, though for more advanced students, it is certainly a text that will 'make them think'.
I'm recommending this as supplemental reading for the new second year in marketing course to begin October 2014
This whole text helps students recognise marketing conventions and think more critically about marketing theory and practice - very important since many of them will go onto become practitioners themselves.
An excellent and accessible overview of the key topics in marketing management and market research, from a critical perspective. Clear, well-written and engaging.
A different approach and well received by students as recommended reading.
Stimulated lots of useful tutorial discussions. Will keep on reading list
A very current marketing textbook with relevant case studies and useful insights.