Nonlinear Marketing:A Universal Philosophy of Marketing Thinking-Doing.

      Аннотация: This book aims to introduce nonlinear marketing as universal philosophy of marketing thinking and doing. Through combining contextual marketing knowledge and holistic marketing solutions, marketing scholars and leaders would learn, unlearn and relearn marketing phenomena, insights and outlooks. Such marketing initiative proposes to integrate three main venues of marketing thought and management. These venues are: mainstream marketing through complying with marketing boundaries; critical marketing through revisiting marketing boundaries and explosive marketing through blurring marketing boundaries. Such progressive and yet, re-conciliating philosophy of marketing research and actions is argued to contribute considerably to improving credentials of marketing as a science and bridging the gap between marketing theory and practice through realizing and visualizing that marketing phenomenon can never be a straight line; marketing insight can never be gained at one point and marketing outlook can never be expressed as a sharp angle.

Ключевые слова: Contextual Marketing, Nonlinear Marketing, Holistic Marketing, Mainstream Marketing, Critical Marketing, Explosive Marketing