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Marketing Theory

  • ID: 4031634
  • Book
  • Region: Global
  • 544 pages
  • SAGE Publications Ltd
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Uniquely 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.

Please note that due to license restrictions we are unfortunately unable to ship this product to North America, South America or Australia
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PART ONE: Overview of Marketing Theory

Michael J. Baker

Chapter 1: Marketing – Philosophy or Function?

Michael Saren

Chapter 2: Marketing Theory

D. G. Brian Jones and Mark Tadajewski

Chapter 3: A History of Historical Research in Marketing

Patrick E. Murphy and Kelly D. Martin

Chapter 4: Marketing Ethics

PART TWO: Disciplinary Underpinnings of Marketing Theory

Richard J. Varey

Chapter 5: The Economics Basis of Marketing

Allan J. Kimmel

Chapter 6: The Psychological Basis of Marketing

Kjell Grønhaug and Ingeborg Astrid Kleppe

Chapter 7: The Sociological Basis of Marketing

Kam-hon Lee and Cass Shum

Chapter 8: Cultural Aspects of Marketing

PART THREE: Theories of Marketing Management and Strategy

Walter van Waterschoot, Thomas Foscht, Marion Brandstaetter and Andreas B. Eisingerich

Chapter 9: The Marketing Mix: A Helicopter View

Robin Wensley

Chater 10: Marketing Strategy

Sally Dibb and Lyndon Simkin

Chapter 11: Market Segmentation and Segment Strategy

PART FOUR: Theoretical Sub-Areas of Marketing

Margaret K. Hogg and Rob Lawson

Chapter 12: Consumer Behaviour

Julia Wolny

Chapter 13: Marketing Communications in a Digital World

Mark S. Glynn and Roderick J. Brodie

Chapter 14: Theories of Value and Brand Equity

Susan Hart

Chapter 15: Innovation and New Product Development

Kristian Møller

Chapter 16: Relationships and Networks

Christopher Moore and Stephen Doyle

Chapter 17: Theories of Retailing


Evert Gummesson

Chapter 18: The New Service Marketing

Stephen L. Vargo, Robert F. Lusch and Kaisa Koskela-Huotari

Chapter 19: Service-Dominant Logic


Sharyn Rundle-Thiele

Chapter 20: Social Marketing Theory

William E. Kilbourne and Anastasia Thyroff

Chapter 21: Sustainable Marketing
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Michael J Baker - University of Strathclyde, UK
Michael Saren - University of Leicester, UK
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