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
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