Notice bibliographique
- Notice
Type(s) de contenu et mode(s) de consultation : Texte noté : électronique
Auteur(s) : Smith, Terry (1955-....)
Titre(s) : The roots and uses of marketing knowledge [Texte électronique] : a critical inquiry into the theory and practice of marketing / Terry Smith
Publication : Berlin : De Gruyter, copyright 2020
Description matérielle : 1 online-resource (xvi-219 p.)
Note(s) : Marketing theory is often developed in isolation not collaboration ; theoretical perspectives
sometimes are ignorant of the diversity of marketing practice. In "The roots and uses
of marketing knowledge: a critical inquiry into the theory and practice of marketing",
the author engages with the vital conversation about how marketing knowledge is created,
disseminated and consumed, looking beyond the traditional reification of practice
in theory and verification of theory in practice. The ontology of this work is anchored
in subjective individual meaning; the epistemological stance assumes that this meaning
is socially constructed. Consequently, rich empirical data, grounded in the context
of experiential evidence, is extracted from a comprehensive range of marketing constituencies:
academics, practitioners, managers, consultants, authors, lecturers and students.
In its examination of the polarities, hybridity and iterative flow of marketing knowledge
creation and consumption, this text posits a cohesive argument for a theory/practice
bipartite fusion not dichotomy, adding valuable insights into the textual, contextual
and pedagogical representations of marketing knowledge. The history and future of
marketing knowledge is examined with the aid of instructive illustrations and insightful
first-hand experience. Drawing on extensive qualitative research from a broad range
of influential producers and vital consumers, Dr. Smith presents a relevant, exciting
marketing knowledge framework which will be a vital resource for academics, students
and practitioners
Sujet(s) : Marketing
Indice(s) Dewey :
381 (23e éd.) = Commerce
Identifiants, prix et caractéristiques : ISBN 9783110631708. - ISBN 3110631709
EAN 9783110631708
Identifiant de la notice : ark:/12148/cb46618301n
Notice n° :
FRBNF46618301
(notice reprise d'un réservoir extérieur)
