Books And Macromarketing  

Oleh:

Dickinson, Roger

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Macromarketing vol. 26 no. 2 (Aug. 2006), page 256-258.
Topik: important books; marketing history; leading academics in macromarketing; teaching macromarketing; marketing education
Fulltext: 256.pdf (65.51KB)

Isi artikel

This article offers some perspectives on the state of marketing and macromarketing education. Academics with a recognized interest in macromarketing were asked to designate books that were particularly helpful in enhancing their interest and understanding of macromarketing. The results are summarized. The book with the most mentions was Wroe Alderson’s Marketing Behavior and Executive Action.

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