The Roots and Uses of Marketing Knowledge: A Critical Inquiry into the Theory and Practice of Marketing | Agenda Bookshop Skip to content
Selected Colleen Hoover Books at €9.99c | In-store & Online
Selected Colleen Hoover Books at €9.99c | In-store & Online
A01=Terry Smith
Age Group_Uncategorized
Age Group_Uncategorized
Author_Terry Smith
automatic-update
Category1=Non-Fiction
Category=KJSM
COP=Germany
Delivery_Delivery within 10-20 working days
Language_English
PA=Available
Price_€100 and above
PS=Active
softlaunch

The Roots and Uses of Marketing Knowledge: A Critical Inquiry into the Theory and Practice of Marketing

English

By (author): Terry Smith

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.

See more
Current price €102.59
Original price €113.99
Save 10%
A01=Terry SmithAge Group_UncategorizedAuthor_Terry Smithautomatic-updateCategory1=Non-FictionCategory=KJSMCOP=GermanyDelivery_Delivery within 10-20 working daysLanguage_EnglishPA=AvailablePrice_€100 and abovePS=Activesoftlaunch
Delivery/Collection within 10-20 working days
Product Details
  • Weight: 530g
  • Dimensions: 170 x 240mm
  • Publication Date: 20 Jan 2020
  • Publisher: De Gruyter
  • Publication City/Country: Germany
  • Language: English
  • ISBN13: 9783110631142

About Terry Smith

Terry Smith Practitioner with over 20 years' experience in a broad range of senior B2B Marketing positions UK

Customer Reviews

No reviews yet
0%
(0)
0%
(0)
0%
(0)
0%
(0)
0%
(0)
We use cookies to ensure that we give you the best experience on our website. If you continue we'll assume that you are understand this. Learn more
Accept