Philosophy of Marketing: The New Realist Approach
Matteo Giannasi, Francesco Casarin

Informasi Umum

Kode

21.21.2915

Klasifikasi

658.81 - Marketing Management

Jenis

Buku - Elektronik (E-Book)

Subjek

Marketing Definition

No. Rak

Tel-U Gedung Manterawu Lantai 5 : Rak 22
Tel-U Purwokerto : Rak 8

Dilihat

78 kali

Informasi Lainnya

Abstraksi

How can we overcome the rapidly ageing postmodernist paradigm, which has become sterile orthodoxy in marketing? This book answers this crucial question using fresh philosophical tools developed by New Realism. It indicates the opportunities missed by marketing due to the pervasive postmodernist ideology and proposes a new and fruitful approach pivoting on the significance of reality to marketing analyses and models.

Intensifying reference to reality will boost marketing research and practice, rather than impair them; conversely, neglecting such a reference will prevent marketing from realising its full potential, in several contexts. The aim of the book is foundational: its purpose is not a return to traditional realism but to break new ground and overcome theoretical obstacles in marketing and management by revising some of their assumptions and enriching their categories, thereby paving the way to fresh approaches and methodological innovations. In that sense, the book encourages theoretical innovation and experimentation and introduces new concepts, like invitation and attrition, which can find fruitful applications in marketing theory and practice. That is meant to be conductive to the solution of important difficulties and to the uncovering of new phenomena. The last chapter of the book applies the new approach to eight case studies from business contexts.

This book will be of interest to philosophers interested in New Realism and to researchers, scholars and marketing professionals sensitive to the importance and fruitfulness of reference to reality, for their own purposes.

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Koleksi & Sirkulasi

Tersedia 1 dari total 1 Koleksi

Pengarang

Nama	Matteo Giannasi, Francesco Casarin
Jenis	Perorangan
Penyunting
Penerjemah

Penerbit

Nama	Routledge
Kota	London
Tahun	2022

Sirkulasi

Harga sewa	IDR 0,00
Denda harian	IDR 1.000,00
Jenis	Non-Sirkulasi

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