The SAGE handbook of marketing theory / edited by Pauline Maclaran ... [and others. [print]

Formerly CIP. Uk

Includes bibliographies and index.

The early schools of marketing thought Eric H. Shaw, D.G. Brian Jones and Paula A. McClean -- The modern schools of marketing thought D.G. Brian Jones, Eric H. Shaw and Paula A. McClean -- The emergence of consumer research Harold H. Kassarjian and Ronald C. Goodstein -- The evolution of market research David W. Stewart -- Theorizing advertising : managerial, scientific and cultural approaches Chris Hackley -- The philosophical foundations of marketing research : for scientific realism and truth Shelby D. Hunt and Jared M. Hansen -- Critical marketing, marketing in critical condition A. Fuat Firat and Mark Tadajewski -- The marketing theory or theories into marketing? Plurality of research traditions and paradigms Kristian Moller, Jaqueline Pels and Michael Saren -- Debates concerning the scientific method : social science theory and the philosophy of science John O'Shaughnessy -- Shaping exchanges, performing markets : the study of marketing practices Luis Araujo and Hans Kjellberg -- A service-dominant logic for marketing Stephen L. Vargo and Robert F. Lusch -- Market ideology, globalization and neoliberalism Robin Wensley -- The evolution of marketing thought : from economic to social exchange and beyond Richard P. Bagozzi -- Metaphorical myopia : some thoughts on analogical thinking Stephen Brown -- Representing global consumers : desire, possession, and identity Russell W. Belk -- Consumer behavior analysis Gordon R. Foxall -- Consumer agency and action Richard P. Bagozzi -- Cultural influences on representations of the consumer in marketing theory Pauline Maclaran, Margaret K. Hogg and Alan Bradshaw -- Interaction in networks Lars-Erik Gadde and Hakan Hakansson -- Practice perspective of the marketing organisation Roderick J. Brodie, Victoria J. Little and Richard W. Brookes -- Orientation and marketing metrics Jonathan Knowles and Tim Ambler -- Relationship marketing as promise management Christian Gronroos -- Marketing systems, macromarketing and the quality of life Roger A. Layton -- The role of marketing in ancient and contemporary cultural evolution Elizabeth C. Hirschman -- The Darwinian underpinnings of consumption Gad Saad -- The linking value in experiential marketing : acknowledging the role of working consumers Bernard Cova and Daniele Dalli -- Technology, consumers, and marketing theory Nikhilesh Kholakia, Detlev Zwick and Janice Denegri-Knott.

This collection gives greater conceptual cohesion to marketing theory by drawing together many disparate perspectives and presenting them in one volume. It covers the historical development of marketing theory, its philosophical underpinnings, major theoretical debates and contemporary issues in marketing theory.

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