This series of annual volumes provides an authoritative and topical view of key developments in marketing, drawing on the knowledge and experience of contributors, both academics and practitioners from all over the world. Most chapters are reviews of recent developments, research and experience, but some summarize an important study or project, or present new concepts or techniques. Each chapter links concepts of research to issues of practice and examines implications for marketing management. This volume encompasses three broad themes - environmentalism and the emergence of "green marketing", theoretical and conceptual analysis, and developments in business marketing.
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The volumes in this series provide authoritative and topical views of key developments in marketing, drawing on the knowledge and experience of practitioners and academics from around the world. The contributions, reflecting the interests and needs of advanced students, instructors and professionals in marketing and management, include reviews of recent developments, research and experience, and present new concepts and techniques. Each paper links the concepts covered to actual practice and examines the implications for marketing management.
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