The SAGE Handbook of Marketing Theory
eBook - PDF

The SAGE Handbook of Marketing Theory

  1. 544 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF

The SAGE Handbook of Marketing Theory

About this book

Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory.

Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory.

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Yes, you can access The SAGE Handbook of Marketing Theory by Pauline Maclaran, Michael Saren, Barbara Stern, Mark Tadajewski, Pauline Maclaran,Michael Saren,Barbara Stern,Mark Tadajewski in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.

Information

Publisher
SAGE Publications Ltd
Year
2009
Print ISBN
9781446270516, 9781847875051
eBook ISBN
9781446206980
Edition
1
Topic
Business
Subtopic
Marketing
Index
Business

Table of contents

  1. Cover
  2. Contents
  3. Notes on Contributors
  4. 1 Introduction
  5. SECTION 1 - Historical Development of Marketing Theory
  6. 2 The Early Schools of Marketing Thought
  7. 3 The Modern Schools of Marketing Thought
  8. 4 The Emergence of Consumer Research
  9. 5 The Evolution of Market Research
  10. 6 Theorizing Advertising: Managerial, Scientific and Cultural Approaches
  11. SECTION 2 - Philosophical Underpinnings of Theory
  12. 7 The Philosophical Foundations of Marketing Research: For Scientific Realism and Truth
  13. 8 Critical Marketing – Marketing in Critical Condition
  14. 9 The Marketing Theory or Theories into Marketing? Plurality of Research Traditions and Paradigms
  15. 10 Debates Concerning the Scientific Method: Social Science Theory and the Philosophy of Science
  16. SECTION 3 - Major Theoretical Debates
  17. 11 Shaping Exchanges, Performing Markets: The Study of Market-ing Practices
  18. 12 A Service-Dominant Logic for Marketing
  19. 13 Market Ideology, Globalization and Neoliberalism
  20. 14 The Evolution of MarketingThought: From Economic to Social Exchange and Beyond
  21. 15 Metaphorical Myopia: Some Thoughts on Analogical Thinking
  22. SECTION 4 - The Impact of Theory on Representations of the Consumer
  23. 16 Representing Global Consumers:Desire, Possession, and Identity
  24. 17 Consumer Behavior Analysis
  25. 18 Consumer Agency and Action
  26. 19 Cultural Influences on Representations of the Consumer in Marketing Theory
  27. SECTION 5 - Impact of Theory on Representations of the Marketing Organisation
  28. 20 Interaction in Networks
  29. 21 Practice Perspective of the Marketing Organisation
  30. 22 Orientation and Marketing Metrics
  31. 23 Relationship Marketing as Promise Management
  32. SECTION 6 - Contemporary and Future Issues in Marketing Theory
  33. 24 Marketing Systems, Macromarketing and the Quality of Life
  34. 25 The Role of Marketing in Ancient and Contemporary Cultural Evolution
  35. 26 The Darwinian Underpinnings of Consumption
  36. 27 The Linking Value in Experiential Marketing: Acknowledging the Role of Working Consumers
  37. 28 Technology, Consumers, and Marketing Theory
  38. Index