Marketing Perspectives develops beyond the core concepts of marketing to introduce important points of view on contemporary marketing. Areas include some of the most significant and fast growing sectors of the developed economy, such as: • Digital marketing • The experience economy and services mar

Marketing Perspectives develops beyond the core concepts of marketing to introduce important points of view on contemporary marketing. Areas include some of the most significant and fast growing sectors of the developed economy, such as: • Digital marketing • The experience economy and services marketing • Co-creation and customer engagement This book also offers some interesting and useful perspectives on marketing that aren't so often covered, for example managing a marketing budget and an historical perspective on marketing.