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Truth in Marketing

- A theory of claim-evidence relations

Bag om Truth in Marketing

This book develops a theory of truth in marketing and discusses the implications for consumers, marketing professionals and policymakers. It demonstrates that claim-evidence relations in marketing are extremely complex, comprising factual, symbolic and context claims. Using a wide selection of engaging global examples and cases, this book sets out the issues - the problem of truth in marketing, a theory of truth in marketing, and the wider significance of marketing truth for society. This engaging book is a provocative read for all scholars and educators in marketing, marketing/business ethics and CSR.

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  • Sprog:
  • Engelsk
  • ISBN:
  • 9781138849198
  • Indbinding:
  • Hardback
  • Sideantal:
  • 130
  • Udgivet:
  • 1. april 2016
  • Størrelse:
  • 226x146x14 mm.
  • Vægt:
  • 292 g.
  • 2-3 uger.
  • 27. november 2024

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Beskrivelse af Truth in Marketing

This book develops a theory of truth in marketing and discusses the implications for consumers, marketing professionals and policymakers. It demonstrates that claim-evidence relations in marketing are extremely complex, comprising factual, symbolic and context claims. Using a wide selection of engaging global examples and cases, this book sets out the issues - the problem of truth in marketing, a theory of truth in marketing, and the wider significance of marketing truth for society. This engaging book is a provocative read for all scholars and educators in marketing, marketing/business ethics and CSR.

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