Research Catalog

Rethinking marketing : qualitative strategies and exotic visions

Title: Rethinking marketing : qualitative strategies and exotic visions / Alf H. Walle III.
Author: Walle, Alf H.
Publication: Westport, Conn. : Quorum Books, 2001.

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Item details
Status	Format	Access	Call Number	Item Location
Request for On-site Use Request Scan How do I pick up this item and when will it be ready?	Text	Request in advance	HF5415.2 .W284 2001	Off-site

Description

xiv, 211 pages; 25 cm

Subjects

Bibliography (note)

Contents

Pt. I. So Old It's New Again: Intuitive Analysis and Strategic Action. 1. The Aeneid and The Virginian: Strategy, Origin Myths, and Mutual Respect. 2. Localized Marketing Strategies: The Bible of International Business. 3. The Positioning of Good News. 4. Executive Insight and Humanistic Speculation -- Pt. II. Critical Theories and Consumer Response. 5. Subconscious Reflection and Conscious Tactics: Popular Culture and Corporate Strategy. 6. Joe Camel as Myth and Symbol: Individualistic versus Social Perspectives. 7. John Wayne as Hero and Icon: National Character and Consumer Response. 8. Ugly Americans or Innocents Abroad? Avoiding Ethnocentrism in International Business. 9. Technology, Utopia, and Macromarketing. 10. Causes as Religions: A Strategic Analysis. 11. Ethics and Marketing: A Multidimensional Perspective. 12. An Array of Different Models: Complexity and Contradiction Within the Humanities. 13. The State of the Art: An Impressionistic View.
Epilogue: Expanding the Paradigms.

ISBN

1567203884 (alk. paper)

LCCN

00032819

OCLC

Owning Institutions

Columbia University Libraries