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The SAGE Handbook of Marketing Theory
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The SAGE Handbook of Marketing Theory

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Marketing Strategy & Theory

December 2009 | 544 pages | SAGE Publications Ltd
Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory.

Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory.

Pauline Maclaran et al
Introduction
 
PART ONE: HISTORICAL DEVELOPMENT OF MARKETING THEORY
Eric H Shaw, D G Brian Jones and Paula A McClean
The Early Schools of Marketing Thought
D G Brian Jones, Eric H Shaw and Paula A McClean
The Modern Schools of Marketing Thought
Harold Kassarjian and Ronald C Goodstein
The Emergence of Consumer Research
David W Stewart
The Evolution of Market Research
Chris Hackley
Theorizing Advertising
Managerial, Scientific and Cultural Approaches

 
 
PART TWO: PHILOSOPHICAL UNDERPINNINGS OF THEORY
Shelby D Hunt and Jared M Hansen
The Philosophical Foundations of Marketing Research
For Scientific Realism and Truth

 
A Fuat Firat and Mark Tadajewski
Critical Marketing
Marketing in Critical Condition

 
Kristian Mo[um]ller, Jacqueline Pels and Michael Saren
The Marketing Theory or Theories into Marketing
Plurality of Research Traditions and Paradigms

 
John O'Shaughnessy
Debates Concerning the Scientific Method
Social Science Theory and the Philosophy of Science

 
 
PART THREE: MAJOR THEORETICAL DEBATES
Luis Araujo and Hans Kjellberg
Shaping Exchanges, Performing Markets
The Study of Marketing Practices

 
Stephen L Vargo and Robert F Lusch
A Service-Dominant Logic for Marketing
Robin Wensley
Market Ideology, Globalization and Neoliberalism
Richard P Bagozzi
The Evolution of Marketing Thought
From Economic to Social Exchange and Beyond

 
Stephen Brown
Metaphorical Myopia: Some Thoughts on Analogical Thinking
 
PART FOUR: THE IMPACT OF THEORY ON REPRESENTATION OF THE CONSUMER
Russell W Belk
Representing Global Consumers: Desire, Possession, and Identity
Gordon R Foxall
Consumer Behavior Analysis
Richard P Bagozzi
Consumer Agency and Action
Pauline Maclaran, Margaret Hogg and Alan Bradshaw
Cultural Influences on Representations of the Consumer in Marketing Theory
 
PART FIVE: IMPACT OF THEORY ON REPRESENTATIONS OF THE MARKETING ORGANIZATION
Lars-Erik Gadde and Håkan Håkansson
Interaction in Networks
Roderick J Brodie, Vicki Little and Richard W Brookes
A Configuration Perspective of the Marketing Organization
Jonathan Knowles and Tim Ambler
Orientation and Marketing Metrics
Christian Gro[um]nroos
Relationship Marketing as Promise Management
 
PART SIX: CONTEMPORARY AND FUTURE ISSUES IN MARKETING THEORY
Roger A Layton
Marketing Systems, Macromarketing and the Quality of Life
Elizabeth C Hirschman
The Role of Marketing in Ancient and Contemporary Cultural Evolution
Gad Saad
The Darwinian Underpinnings of Consumption
Bernard Cova and Daniele Dalli
The Linking Value in Experiential Marketing
Acknowledging the Role of Working Consumers

 
Nikhilesh Dholakia, Detlev Zwick and Janice Denegri-Knott
Technology, Consumers and Marketing Theory

"The collection of original articles found in this volume on marketing theory is the most important compilation since Cox and Alderson’s seminal Theory in Marketing was published in 1950. As was the case then, the editors of this Handbook have again solicited original contributions from many of the leading marketing academicians of the period. If you have been looking for just one book that explores all aspects of both the current state and likely future development of marketing theory, look no longer. This is that publication."

Stanley J. Shapiro
Simon Fraser University

"This panoramic and provocative account of explanation and understanding in marketing will engage the academic audience without discouraging managerial readers. The authors balance inquiry into historical precedent and contemporary context to very practical effect. This volume is long overdue, and should help guide our enterprise well into the future."

John F. Sherry Jr., Raymond W., & Kenneth G. Herrick
University of Notre Dame

"The SAGE Handbook of Marketing Theory confronts the ideological underpinnings of contemporary marketing. Marketing thought should not only be about serving the managerial interests of corporations through technocratic teaching and research based upon Western notions of the “consumer”. Marketing theory can take many forms and, as discussed in several good historical chapters, is very much a product of time and place. With contributions from top-shelf marketing scholars from around the world, this book promises to be a seminal addition to the literature."

Terrence H. Witkowski
California State University, Long Beach

"It is now well recognized that the field of marketing lags behind in comprehensive theory development. This Handbook satisfies the many calls within the marketing academy for a greater emphasis on marketing theory that is bold and imaginative. By bringing together in one volume key debates and perspectives on the development of marketing theory, it provides an essential resource for scholars in our field."

Alladi Venkatesh
University of California, Irvine

first class - in a league of its own

Professor Daniel Valentine
Department Business Studies, Regent's University
April 15, 2015

Additional reading material for students

Dr Joseph Vella
Marketing , University of Malta
March 9, 2015

An excellent handbook covering a wealth of topics by a very good range of contributers.

Dr Anthony Thorpe
School of Education, Roehampton University
May 15, 2013

Sample Materials & Chapters

Chapter 1


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