The macro side of marketing takes the subject beyond the realm of commerce and into the wider societal context, looking at the marketing process in its entirety. We have long been …
Modern marketing was introduced to China in the 1990s by the Western powers of North America and Europe. However, the approaches taken in China have been greatly influenced by the …
This new major work by Sage performs the vital task of collecting together those articles that have examined the history of marketing thought. It includes not only the seminal …
This four-volume major work brings together the key articles on marketing theory, with a distinctive focus on international developments in the field. In the past few years, the …
The study of advertising is a heated and expansive forum, with research diverging along methodological, semantic and often political lines. This eclectic, extensive and inclusive …
