Description
Book SynopsisMarketing 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 thisnew Third Edition there are up-to-dateexamples 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.
Trade ReviewMichael Baker and Michael Saren have developed their student text on marketing further to include emerging topics, such as sustainability and social media. Other new topics include service marketing. The book covers the contemporary marketing field well, and offers a good and interesting overview of marketing.
-- Christian Grönroos
This is a key text for students wishing to understand more about marketing theory. With contributions from leading international authors, the collection of chapters documents the main disciplinary influences on marketing theory and the theoretical evolution of key sub-areas. -- Pauline Maclaran
Table of ContentsPART 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
