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Found 1 from your keywords: author="J.B. (Ian) McCall"
cover
FUNDAMENTALS OF MARKETING
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J.B. (Ian) McCallMarilyn A. Stone and John Desmond

Bell (1966) discusses marketing’s debt to systems theory, in particular to cybernetics, ‘the science of control and communication in the animal and in the machine’, first developed by Norbert Wiener. This focuses attention on marketing as part of a social system. Generally, the approach used in this text is managerialist, focused on the perspective of the firm rather than that of the …

Edition
1st Edition
ISBN/ISSN
0–203–03078–8
Collation
1-505
Series Title
FUNDAMENTALS OF MARKETING
Call Number
-