Perspectives on Marketing is a series of MBA marketing lectures by Dr Peter Prevos from a practical, theoretical and normative perspective.
The practice of marketing is about how marketers decide what to do next. Marketing is a process aimed at increasing value for other people. These lectures discuss practical ways to achieve this goal.
A theory is a model of reality that generalises what practitioners do. Kurt Lewin said that that “nothing is more practical than a good theory”. These lectures investigate how marketing theory relates to practice and how marketing influences society.
Normative marketing is about what marketers ought to be doing. Normative perspective helps marketers to make ethical decisions, and these lectures include normative considerations about the theory and practice of marketing.