Zaltman, G., Valarie A. Zeithaml, Bernard Jaworski, Ajay K. Kohli, Kapil R. Tuli, and Wolfgang Ulaga. "A Theories-in-Use Approach to Building Marketing Theory ...

The Marketing Theory and Practice module is aimed at students with no prior knowledge of marketing. As such, it is designed to guide participants through the fundamental concepts of marketing, and how ...