Rethinking Marketing —— Towards Critical Marketing Accountings

----- 重新思考营销：走向关键营销会计

ISBN: 9780803974913 出版年：1998 页码：288 SAGE Publications Ltd

This unique and comprehensive reflection on marketing as a field of study, research and practice proposes new ways forward for the discipline and the profession. Rethinking Marketing provides a challenging and stimulating coverage of a broad range of key issues in contemporary marketing - such as marketing philosophy, marketing ethics, the marketing profession, and marketing teaching and research - through an innovative dialogue among some of the most renowned international scholars in the field. As such it sets the stage for the further advancement of the field.