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In the second part of his book, Management: A Global Perspective, Professor Jones brings to the fore some of the most significant innovations in the development of management theory and practice during the twentieth century. He describes how, following the Second World War, the work of Menger and Wieser transformed the economics of consumption, and they introduced the notion that business firms were different from households. Then, in the 1950s, Samuelson and Arrow introduced theory of competitive equilibrium and revealed the complexity of industrial organization. Finally, in the 1960s, Arrow and Gintis revealed the central role that strategic decisions played in the organization of market economies. As Professors Jones summarizes: “Management theory moved from being a largely descriptive discipline to becoming an active political and economic phenomenon. This new theory, using the tools of economics, demanded that management as a major social institution should be subject to the market as an organizing principle.”
This new edition has been completely rewritten, and features expanded sections on globalisation and purchasing, plus brand new sections on social media marketing and intellectual property. More selective, shorter, and easier to read than other B2B textbooks, this is ideal for introduction to B2B and shorter courses. At the same time, it’s comprehensive enough to cover all the aspects of B2B marketing any marketer needs, be they students or practitioners looking to improve their knowledge.
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