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The Dominant Influence of Marketing in the 21st Century

The Marketing Leviathan

  • Philip J. Kitchen

Table of contents

  1. Front Matter
    Pages i-xiv
  2. Philip J. Kitchen
    Pages 1-6
  3. Charles R. Taylor
    Pages 48-65
  4. Philip J. Kitchen
    Pages 113-131
  5. Back Matter
    Pages 132-138

About this book

Introduction

Marketing has become the dominant connecting mode of expression between business and non-business organisations and customers and consumers. However, there are some misgivings about marketing in the 21st century. This volume addresses the positive and negative elements of marketing and questions 'Is marketing a leviathan in today's societies?'

Keywords

marketing organization Service Web 2.0

Editors and affiliations

  • Philip J. Kitchen
    • 1
  1. 1.ESC Rennes School of BusinessFrance

Bibliographic information