Finalmente, um novo texto de autores brasileiros sobre teorias de marketing
DOI:
https://doi.org/10.5585/ijsm.v2i1.34Abstract
Até recentemente, o ensino de marketing nas universidades e faculdades brasileiras tinha o suporte bibliográfico de autores clássicos da literatura da área. Pontificavam nomes como Philip Kotler, o mais tradicional dos autores de marketing, com suas obras em português nos servindo desde os anos 60, até obras mais recentes como a de Gilbert A. Churchill Jr e J. Paul Peter, passando por consagrados autores nacionais como Marcos Cobra e Alexandre Las Casas. Obviamente estamos falando de obras que fazem referência à teoria do marketing, abordando integralmente o conteúdo que permite ao leitor entender todos os conceitos desta área, numa seqüência didaticamente adequada, além de facilitar, para o professor, a transmissão da matéria, como na disciplina de Administração Mercadológica.
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