Includes bibliographical references and index.

Pt. 1. Overview of marketing theory -- Ch. 1. Marketing: philosophy or function? / Michael J. Baker -- Ch. 2. Marketing theory / Michael Saren -- Ch. 3. A history of historical research in marketing / D. G. Brian Jones and Mark Tadajewski -- Ch. 4. A history of historical research in marketing / Patrick E. Murphy and Kelly D. Martin -- Pt. 2. Disciplinary underpinnings of marketing theory -- Ch. 5. The economics basis of marketing / Richard J. Varey -- Ch. 6. The psychological basis of marketing / Allan J. Kimmel -- Ch. 7. The sociological basis of marketing / Kjell Gronhaug and Ingeborg Astrid Kleppe -- Ch. 8. Cultural Aspects of Marketing / Kam-hon Lee and Cass Shum -- Pt. 3. Theories of Marketing Management and Strategy -- Ch. 9. The Marketing Mix: A Helicopter View / Walter van Waterschoot, Thomas Foscht, Marion Brandstaetter and Andreas B. Eisingerich -- Ch. 10. Marketing Strategy / Robin Wensley -- Ch. 11. Market Segmentation and Segment Strategy / Sally Dibb and Lyndon Simkin -- Pt. 4. Theoretical Sub-Areas of Marketing -- Ch. 12. Consumer Behaviour / Margaret K. Hogg and Rob Lawson -- Ch. 13. Marketing Communications in a Digital World / Julia Wolny -- Ch. 14. Theories of Value and Brand Equity / Mark S. Glynn and Roderick J. Brodie -- Ch. 15. Innovation and New Product Development / Susan Hart -- Ch. 16. Relationships and Networks / Kristian Möller -- Ch. 17. Theories of Retailing / Christopher Moore and Stephen Doyle -- Pt. 5. Theories of service in marketing -- Ch. 18. The New Service Marketing / Evert Gummesson -- Ch. 19. Service-Dominant Logic / Stephen L. Vargo, Robert F. Lusch and Kaisa Koskela-Huotari -- Pt. 6. Marketing theory, society & the environment -- Ch. 20. Social Marketing Theory / Sharyn Rundle-Thiele -- Ch. 21. Sustainable Marketing / William E. Kilbourne and Anastasia Thyroff.

Uniquely providing a comprehensive overview in one place, Marketing Theory introduces and explains the role of theory in marketing by uncovering its histories, disciplinary underpinnings, subfields, discourses and debates. From strategy and ethics to digital marketing and consumer behaviour, leading marketing experts shine a light on what can be a challenging perspective of marketing.

In this new Third Edition there are up-to-date examples from global companies such as Pepsi, Amazon and H&M; entirely new chapters on Digital and Social Media Marketing, and Service-Dominant Logic (SD-L) and contributions from Global Specialists including Bob Lusch, Patrick Murphy and Susan Hart.

Ideal for Upper level undergraduate and postgraduate marketing students studying marketing theory, critical marketing, and the history of marketing modules.