000			03505nam a2200253 i 4500
003			MIUC
005			20200309090707.0
008			170605s2016 caua 001 | eng d
020			_a9781473904019
040			_aMIUC _beng _cMIUC
082	0		_a658.8001
245	1	0	_aMarketing theory : _ba student text / _cedited by Michael J. Baker & Michael Saren.
250			_a3rd edition.
260			_aLos Angeles, etc. : _bSAGE, _c2016.
300			_axix, 520 p. : _bill. b&w ; _c24 cm.
336			_2rdacontent _atext
504			_aIncludes bibliographical references and index.
505	0	0	_gPt. 1. _tOverview of marketing theory -- _gCh. 1. _tMarketing: philosophy or function? / _rMichael J. Baker -- _gCh. 2. _tMarketing theory / _rMichael Saren -- _gCh. 3. _tA history of historical research in marketing / _rD. G. Brian Jones and Mark Tadajewski -- _gCh. 4. _tA history of historical research in marketing / _rPatrick E. Murphy and Kelly D. Martin -- _gPt. 2. _tDisciplinary underpinnings of marketing theory -- _gCh. 5. _tThe economics basis of marketing / _rRichard J. Varey -- _gCh. 6. _tThe psychological basis of marketing / _rAllan J. Kimmel -- _gCh. 7. _tThe sociological basis of marketing / _rKjell Gronhaug and Ingeborg Astrid Kleppe -- _gCh. 8. _tCultural Aspects of Marketing / _rKam-hon Lee and Cass Shum -- _gPt. 3. _tTheories of Marketing Management and Strategy -- _gCh. 9. _tThe Marketing Mix: A Helicopter View / _rWalter van Waterschoot, Thomas Foscht, Marion Brandstaetter and Andreas B. Eisingerich -- _gCh. 10. _tMarketing Strategy / _rRobin Wensley -- _gCh. 11. _tMarket Segmentation and Segment Strategy / _rSally Dibb and Lyndon Simkin -- _gPt. 4. _tTheoretical Sub-Areas of Marketing -- _gCh. 12. _tConsumer Behaviour / _rMargaret K. Hogg and Rob Lawson -- _gCh. 13. _tMarketing Communications in a Digital World / _rJulia Wolny -- _gCh. 14. _tTheories of Value and Brand Equity / _rMark S. Glynn and Roderick J. Brodie -- _gCh. 15. _tInnovation and New Product Development / _rSusan Hart -- _gCh. 16. _tRelationships and Networks / _rKristian Möller -- _gCh. 17. _tTheories of Retailing / _rChristopher Moore and Stephen Doyle -- _gPt. 5. _tTheories of service in marketing -- _gCh. 18. _tThe New Service Marketing / _rEvert Gummesson -- _gCh. 19. _tService-Dominant Logic / _rStephen L. Vargo, Robert F. Lusch and Kaisa Koskela-Huotari -- _gPt. 6. _tMarketing theory, society & the environment -- _gCh. 20. _tSocial Marketing Theory / _rSharyn Rundle-Thiele -- _gCh. 21. _tSustainable Marketing / _rWilliam E. Kilbourne and Anastasia Thyroff.
520			_aUniquely 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.
650		0	_936 _aMarketing
700	1		_4edt _93478 _aBaker, Michael J., _d1935-
700	1		_4edt _93479 _aSaren, Michael
942			_2ddc _cBK