28 Jun Marketing Theory – History of marketing thought
Question
Marketing Theory
HOT TOPIC
• History of marketing thought
• Marketing paradigms (Marketing Science, Interpretive Turn, Postmodern perspectives)
• Marketing Management (Marketing Mix)
• Marketing and the consumer (Aldridge’s Matrix with
examples of approaches: Adbusting; Slow Food; Which?;
Cause Related Marketing)
• Marketing and exchange (and Relationship Marketing)
• Marketing and the sign (Visual ethics)
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