TOC: Mar Strat
Marketing Strategy in Play: Questioning to Create Difference, Book by Mark E. Hill
Marketing Strategy in Play: Questioning to Create Difference
Author: Mark E. Hill
Editor: Naresh Malhotra
Business Expert Press (BEP), 2010
Mark E. Hill, Associate Professor of Marketing, Montclair State University (firstname.lastname@example.org).
(Note: Instructors may request an evaluation copy by visiting the following BEP URL:
“Marketing Strategy in Play: Questioning to Create Difference” examines marketing thinking and its relationship to strategy. It is written for practitioners and can be used as a supplement in the classroom (at the graduate or undergraduate levels). With the focus on thinking, it identifies the obstacles to marketing thinking while providing strategies to maneuver around them. At the same time, it challenges some of the traditional views in marketing.
Table of Contents:
Chapter 1 – Marketing
Chapter 2 – Thinking and Difference
Chapter 3 – Working Within Difference: The Parameters
Chapter 4 – The Questioning Difference in Play (Action): Questioning Techniques
If you are interested in marketing thinking or promoting marketing thinking in the classroom, then this book might be of interest.