This paper considers the philosophical foundation of marketing and how this can be applied to the examination and analysis of conventional and emerging marketing theory. An emergent view of the study of consumer behaviour is that our concern as marketers should be about how to change consumer behaviour. This paper reviews various theoretical approaches and a number of empirical generalisations in this field. Tony Lewis Students in this paper will gain an understanding of current issues in international marketing. As well, students will develop an appreciation of the differences and similarities between international marketing and domestic marketing.
Emphasis is placed on reviewing and critiquing relevant literature.
An examination of various issues in social marketing and of ethical issues which affect marketing decisions. An introductory study of research design, data collection methods, and standard methods of data analysis for marketers. Access to a computer and statistical software is required. An intermediate level approch to the theory and practice of multivariate analysis. Janet Hoek A study of advertising and slaes promotion theory.