Beschreibung:
The book offers a critical survey of the most important contributions to managerial marketing discourse from the earliest twentieth century onwards, articulating a social critique and evaluation of marketing.
Introduction 1. Previous Research and Analytical Framework 2. Method 3. The Chronology of Marketing Discourse 4. Early Marketing Thought (c. 1900-1960) 5. Marketing Management (c. 1950-1985) 6. Service Management 7. Discussion: Customer Orientation, 'Depth' and Self-Regulation