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Marketing Management Theory

Опубликовано на портале: 24-10-2003
Дисциплина: Marketing Management Theory
Год: 2003
Язык: Английский
Тематические разделы: Менеджмент, Маркетинг

Marketing has strongly developed over the past 40 years. Such development has reached a stage of maturity, with increasing specialisation within the marketing discipline and profession. Sometimes extreme specialisation prevents a broader perspective and appreciation of the discipline. It is important to take stock of the roots of marketing thought development by closely examining seminal papers that have strongly influenced the discipline, marketing classics so to speak. Each student will, among other things, study one such classic paper and present their evaluation to the wider group. The course will also include, partly though the lecturer, an overview of where the theory has progressed since each article was first written.


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