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CAIRO BOOKS's Description
With a focus on introducing the key concepts of critical and alternative
marketing, this text brings the real-world challenges and considerations of
marketing to students. Both productive and positive, the approach taken offers
other ways of looking at, and solving, marketing 'problems'.
Using examples and case studies to illustrate and discuss major alternative
and critical perspectives on the subject, it enables students to constructively
question the conventional assumptions, concepts and models with which they are
- Each chapter in this book presents the alternative(s) approaches to the
topic step by step
- Real world case studies and examples
- Fully supported with chapter pedagogy
- Features a Companion Website, including Instructor's Manual