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A Very Short, Fairly Interesting and Reasonably Cheap Book about Studying Marketing
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A Very Short, Fairly Interesting and Reasonably Cheap Book about Studying Marketing



© 2007 | 160 pages | SAGE Publications Ltd

Studying Marketing is packed full of lively debate and funny anecdotes covering topics marketing students are familiar with, such as key thinkers and concepts, and some they are not. It looks at areas most textbooks ignore, such as the development of marketing as a discipline and as an academic subject, and raises arguments that students haven't heard about in their lectures.

Conceived by Chris Grey as an antidote to conventional textbooks, each book in the ‘Very Short, Fairly Interesting and Reasonably Cheap’ series takes a core area of the curriculum and turns it on its head by providing a critical and sophisticated overview of the key issues and debates in an informal, conversational and often humorous way.


Suitable for Marketing students at Undergraduate and Postgraduate level. Along with professionals involved in marketing and anyone interested in how marketing works. 

 
Introduction: Studying Marketing
 
PART ONE: PROPER SUBJECTS THAT PRECEDED MARKETING
 
Chapter 1: The Economists
 
Chapter 2: Behavioural Scientists
 
PART TWO: MARKETING AS A PROPER SUBJECT
 
Chapter 3: The Marketing Gurus and Some of Their Thinking
 
Chapter 4: Marketing Concepts and Contexts
 
PART THREE: SELLING MARKETING
 
Chapter 5: Why Marketing Doesn't Work
 
Epilogue

'If you want a clear, well written and authoritative introduction to the ideas and concepts that underpin the marketing discipline, this the book for you' -

Emeritus Professor Michael J Baker


Sweet little book to assist those students wanting a quick immersion into the world of marketing - mainly for those coming from a practitioners perspective.

Ms Julia Calver
UK Centre for Events Management, Leeds Metropolitan University
November 28, 2012

Some course material in a management module had a marketing flavour. Good introduction to the key issues in Marketing for students unexposed to the area.

Dr John McCarthy
Business Administration , Limerick Institute of Technology
May 30, 2011

Very well written. Humoristic, but also serious. Nice overview of marketing gurus

Professor Jens Geersbro
Department of Marketing, Copenhagen Business School
June 11, 2010

Sample Materials & Chapters

Introduction

Chapter One


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