Good overview of current Marketing Theory,
This review is from: The Marketing Century: How Marketing Drives Business And Shapes Society (Hardcover)
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My daughter is a recent Marketing Graduate, and she has been looking at this new book.
An interesting new book, which looks at a wide range of Marketing topics. It covers the history of the various topics as well as present theories and potential future trends. The book is a compilation of articles by various authors, and was useful as well as thought provoking, giving me a view of a wide range of marketing professional's thoughts about the current and future role of marketing.
Published recently in 2011, the book is set out as a series of chapters looking at all aspects of Marketing - such as Innovation, Strategy, Branding, Advertising and Public Relations.
Some of the articles are open to debate - but this is a worthwhile book, with many useful ideas, thoughts and suggestions - and certainly made me review many of my existing preconceptions. It also gave me a different perspective on some of the concepts that I learnt on my degree course.