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The Roots and Uses of Marketing Knowledge

A Critical Inquiry into the Theory and Practice of Marketing

Terry Smith (Autor)

Buch | Hardcover

XVI, 219 Seiten

2020
De Gruyter (Verlag)
978-3-11-063114-2 (ISBN)

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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.

Terence David Smith, Practitioner with over 20 years experience in a broad range of senior B2B Marketing positions, UK

Erscheinungsdatum	23.01.2020
Zusatzinfo	19 b/w ill., 38 b/w tbl.
Verlagsort	Berlin/Boston
Sprache	englisch
Maße	170 x 240 mm
Gewicht	530 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	Connection and disconnection • Explicit Knowledge • Marketing Practice • Marketing theory • Tacit Knowledge
ISBN-10	3-11-063114-8 / 3110631148
ISBN-13	978-3-11-063114-2 / 9783110631142
Zustand	Neuware