Michael J Baker & Michael Saren 
Marketing Theory [EPUB ebook] 
A Student Text

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.

विषयसूची

PART ONE: Overview of Marketing Theory

Chapter 1: Marketing – Philosophy or Function? – Michael J. Baker

Chapter 2: Marketing Theory – Michael Saren

Chapter 3: A History of Historical Research in Marketing – D. G. Brian Jones and Mark Tadajewski

Chapter 4: Marketing Ethics – Patrick E. Murphy and Kelly D. Martin

PART TWO: Disciplinary Underpinnings of Marketing Theory

Chapter 5: The Economics Basis of Marketing – Richard J. Varey

Chapter 6: The Psychological Basis of Marketing – Allan J. Kimmel

Chapter 7: The Sociological Basis of Marketing – Kjell Grønhaug and Ingeborg Astrid Kleppe

Chapter 8: Cultural Aspects of Marketing – Kam-hon Lee and Cass Shum

PART THREE: Theories of Marketing Management and Strategy

Chapter 9: The Marketing Mix: A Helicopter View – Walter van Waterschoot, Thomas Foscht, Marion Brandstaetter and Andreas B. Eisingerich

Chater 10: Marketing Strategy – Robin Wensley

Chapter 11: Market Segmentation and Segment Strategy – Sally Dibb and Lyndon Simkin

PART FOUR: Theoretical Sub-Areas of Marketing

Chapter 12: Consumer Behaviour – Margaret K. Hogg and Rob Lawson

Chapter 13: Marketing Communications in a Digital World – Julia Wolny

Chapter 14: Theories of Value and Brand Equity – Mark S. Glynn and Roderick J. Brodie

Chapter 15: Innovation and New Product Development – Susan Hart

Chapter 16: Relationships and Networks – Kristian Møller

Chapter 17: Theories of Retailing – Christopher Moore and Stephen Doyle

PART FIVE: THEORIES OF SERVICE IN MARKETING

Chapter 18: The New Service Marketing – Evert Gummesson

Chapter 19: Service-Dominant Logic – Stephen L. Vargo, Robert F. Lusch and Kaisa Koskela-Huotari

PART SIX: MARKETING THEORY, SOCIETY & THE ENVIRONMENT

Chapter 20: Social Marketing Theory – Sharyn Rundle-Thiele

Chapter 21: Sustainable Marketing – William E. Kilbourne and Anastasia Thyroff

लेखक के बारे में

Mike Saren previously held chairs in marketing at the universities of Stirling and Strathclyde and was awarded an Honorary Fellowship of the UK Academy of Marketing in July 2007. He was a convener of the marketing streams at the Critical Management Studies Conferences, 1999-2011; and one of the founding editors in 2001 of the journal ‘Marketing Theory’’ (Sage Publications). Also co-editor of books on Rethinking Marketing, (Brownlie et al, 1999, Sage) and Critical Marketing: Defining the Field (Saren et al, Elsevier, 2007). His introductory text is Marketing Graffiti: The View from the Street (Saren, 2006, Butterworth Heinemann).