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1. Discuss the reasons why the Marketing Management School rose to pre-eminence in marketing thought and scholarship. Support with evidence from the readings.

2. Prior to the rise of the Marketing Management School, marketing scholarship had a strong ‘marketing and society’ focus. Furthermore, in the last 40 years this school of thought has continued to generate a great deal of interesting and diverse research.

Discuss the key and evolving themes in marketing and society scholarship and explain how this school of thought adds value to the study and practice of marketing.
3. In the debate over which is the “best” way to undertake research in marketing, Alderson said that ‘no one perspective is likely to hold all the answers...[so he] advocated ‘paradigmatic tolerance’ [and to not] limit ourselves to one approach’ (Ellis et al., 2010, Chp 2, p. 48 ebook).

Explain the debate that arose over how best to conduct research in marketing, the perspectives of the two main paradigms, and the value that each adds to our understanding of marketing phenomena.

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Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Hac habitasse platea dictumst vestibulum rhoncus est pellentesque. Amet dictum sit amet justo donec enim diam vulputate ut. Neque convallis a cras semper auctor neque vitae. Elit at imperdiet dui accumsan. Nisl condimentum id venenatis a condimentum vitae sapien pellentesque. Imperdiet massa tincidunt nunc pulvinar sapien et ligula. Malesuada fames ac turpis egestas maecenas pharetra convallis posuere. Et ultrices neque ornare aenean euismod. Suscipit tellus mauris a diam maecenas sed enim. Potenti nullam ac tortor vitae purus faucibus ornare. Morbi tristique senectus et netus et malesuada. Morbi tristique senectus et netus et malesuada. Tellus pellentesque eu tincidunt tortor aliquam. Sit amet purus gravida quis blandit. Nec feugiat in fermentum posuere urna. Vel orci porta non pulvinar neque laoreet suspendisse interdum. Ultricies tristique nulla aliquet enim tortor at auctor urna. Orci sagittis eu volutpat odio facilisis mauris sit amet.

Tellus molestie nunc non blandit massa enim nec dui. Tellus molestie nunc non blandit massa enim nec dui. Ac tortor vitae purus faucibus ornare suspendisse sed nisi. Pharetra et ultrices neque ornare aenean euismod. Pretium viverra suspendisse potenti nullam ac tortor vitae. Morbi quis commodo odio aenean sed. At consectetur lorem donec massa sapien faucibus et. Nisi quis eleifend quam adipiscing vitae proin sagittis nisl rhoncus. Duis at tellus at urna condimentum mattis pellentesque. Vivamus at augue eget arcu dictum varius duis at. Justo donec enim diam vulputate ut. Blandit libero volutpat sed cras ornare arcu. Ac felis donec et odio pellentesque diam volutpat commodo. Convallis a cras semper auctor neque. Tempus iaculis urna id volutpat lacus. Tortor consequat id porta nibh.

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The objectives of this assessment are the following: 1.Identify the theories learnt in class (Topic 1 – Topic 3) in a real company operating in Vietnam and illustrate how the company is using these theories and concepts 2.Apply marketing theories and know more about the Vietnamese market, a ...

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