Marketing theory : a student text /
edited by Michael J. Baker & Michael Saren.
- 3rd edition.
- Los Angeles, etc. : SAGE, 2016.
- xix, 520 p. : ill. b&w ; 24 cm.
Includes bibliographical references and index.
Overview of marketing theory -- Marketing: philosophy or function? / Marketing theory / A history of historical research in marketing / A history of historical research in marketing / Disciplinary underpinnings of marketing theory -- The economics basis of marketing / The psychological basis of marketing / The sociological basis of marketing / Cultural Aspects of Marketing / Theories of Marketing Management and Strategy -- The Marketing Mix: A Helicopter View / Marketing Strategy / Market Segmentation and Segment Strategy / Theoretical Sub-Areas of Marketing -- Consumer Behaviour / Marketing Communications in a Digital World / Theories of Value and Brand Equity / Innovation and New Product Development / Relationships and Networks / Theories of Retailing / Theories of service in marketing -- The New Service Marketing / Service-Dominant Logic / Marketing theory, society & the environment -- Social Marketing Theory / Sustainable Marketing / Michael J. Baker -- Michael Saren -- D. G. Brian Jones and Mark Tadajewski -- Patrick E. Murphy and Kelly D. Martin -- Richard J. Varey -- Allan J. Kimmel -- Kjell Gronhaug and Ingeborg Astrid Kleppe -- Kam-hon Lee and Cass Shum -- Walter van Waterschoot, Thomas Foscht, Marion Brandstaetter and Andreas B. Eisingerich -- Robin Wensley -- Sally Dibb and Lyndon Simkin -- Margaret K. Hogg and Rob Lawson -- Julia Wolny -- Mark S. Glynn and Roderick J. Brodie -- Susan Hart -- Kristian Möller -- Christopher Moore and Stephen Doyle -- Evert Gummesson -- Stephen L. Vargo, Robert F. Lusch and Kaisa Koskela-Huotari -- Sharyn Rundle-Thiele -- William E. Kilbourne and Anastasia Thyroff. Pt. 1. Ch. 1. Ch. 2. Ch. 3. Ch. 4. Pt. 2. Ch. 5. Ch. 6. Ch. 7. Ch. 8. Pt. 3. Ch. 9. Ch. 10. Ch. 11. Pt. 4. Ch. 12. Ch. 13. Ch. 14. Ch. 15. Ch. 16. Ch. 17. Pt. 5. Ch. 18. Ch. 19. Pt. 6. Ch. 20. Ch. 21.
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.