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Marketing Strategy in Play: Questioning to Create Difference
Author: Mark E. Hill
Editor: Naresh Malhotra
Business Expert Press (BEP), 2010
ISBN: 978-1-60649-149-2

Mark E. Hill, Associate Professor of Marketing, Montclair State University (hillm@mail.montclair.edu).

(Note: Instructors may request an evaluation copy by visiting the following BEP URL:

http://www.businessexpertpress.com/books/marketing-strategy-play-questioning-create-difference

“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.

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