Reconnecting Marketing to Markets
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Book Overview
The historical link between marketing and markets, prevalent until the 1960s, has given way to the view of marketing as a portable set of tools applicable to markets and non-markets alike. By re-establishing the connection between the two, this book examines the argument that marketing produces markets: marketing practices and theories play a very significant role in the production of markets and the kinds of entities and phenomena that populate markets...
Format:Hardcover
Language:English
ISBN:0199578060
ISBN13:9780199578061
Release Date:January 2011
Publisher:Oxford University Press, USA
Length:296 Pages
Weight:1.29 lbs.
Dimensions:0.7" x 6.1" x 9.2"
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