Michael Saren: 3 books

Marketing is still widely perceived as simply the creator of wants and needs through selling and advertising and marketing theory has been criticized for not taking a more critical approach to the subject. This is because most conventional marketing thinking takes a broadly managerial perspective...

Electronic Inspection Copy available for instructors here Written by a team of renowned experts in the field, Marketing: A Critical Textbook provides a unique introduction and overview of critical approaches to marketing. Ideally suited to advanced students of marketing, the book uses...

Dozens of lively international case studies that help readers put core marketing principles in a real-world context From market research to positioning and brand management to customer relations, marketing is the engine that drives innovation and growth in the modern business organization....