The literature of marketplace behaviour, long dominated by economic and psychological discourse, has matured in the last decade to reveal the vast expanse of consumption activity not adequately addressed — in either theoretical or empirical perspective - by the discipline's favoured approaches. Based on a conceptual analysis of marketing texts, particularly service marketing texts, and a case study of a service firm that utilizes approaches to managing organizations that have been developed within the boundaries of marketing, this book presents a critical examination of marketing as a The buying, selling, and writing of books is a colossal industry in which marketing looms large, yet there are very few books which deal with book marketing how-to texts excepted and fewer still on book consumption.
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