Marketing theory :

Marketing theory : a student text edited by Michael J. Baker & Michael Saren - 3rd ed. - Los Angeles : Sage, c2016. - xix, 520 p. : ill. ; 24 cm.

Machine generated contents note: pt. ONE OVERVIEW OF MARKETING THEORY 1.Marketing: Philosophy or Function? /​ Michael J. Baker 2.Marketing Theory /​ Michael Saren 3.A History of Historical Research in Marketing /​ Mark Tadajewski 4.Marketing Ethics /​ Kelly D. Martin pt. TWO DISCIPLINARY UNDERPINNINGS OF MARKETING THEORY 5.The Economics Basis of Marketing /​ Richard J. Varey 6.The Psychological Basis of Marketing /​ Allan J. Kimmel 7.The Sociological Basis of Marketing /​ Ingeborg Astrid Kleppe 8.Cultural Aspects of Marketing /​ Cass Shum pt. THREE THEORIES OF MARKETING MANAGEMENT AND STRATEGY 9.The Marketing Mix A Helicopter View /​ Andreas B. Eisingerich 10.Marketing Strategy /​ Robin Wensley 11.Market Segmentation and Segment Strategy /​ Lyndon Simkin pt. FOUR THEORETICAL SUB-AREAS OF MARKETING 12.Consumer Behaviour /​ Rob Lawson 13.Marketing Communications in a Digital World /​ Julia Wolny Contents note continued: 14.Theories of Value and Brand Equity /​ Roderick J. Brodie 15.Innovation and New Product Development /​ Susan Hart 16.Relationships and Networks /​ Kristian Moller 17.Theories of Retailing /​ Stephen Doyle pt. FIVE THEORIES OF SERVICE IN MARKETING 18.The New Service Marketing /​ Evert Gummesson 19.Service-Dominant Logic /​ Kaisa Koskela-Huotari pt. SIX MARKETING THEORY, SOCIETY AND THE ENVIRONMENT 20.Social Marketing Theory /​ Sharyn Rundle-Thiele 21.Sustainable Marketing /​ Anastasia Thyroff.

Introducing the histories, theories and debates of the field of marketing, this is your one-stop introduction to the development of this exciting top

978-1473904019


Marketing--Philosophy
Marketing--History
Marketing