Marketing Theory

by Pauline Maclaran

• ISBN13: 9781847870001
• ISBN10: 1847870007
• Format: Hardcover
• Copyright: 2008-01-18
• Publisher: SAGE Publications Ltd

Summary

Marketing Theory presents a comprehensive scholarly overview of the development of marketing theory. Drawing on a variety of international sources, the three editors bring together key contributions to the field that reflect both historical and contemporary debates and influences. Volume One: documents the historical roots of marketing theory and traces the influences on its development, including differing philosophical perspectives. Volume Two: looks at some of the major controversies that have permeated theoretical debates in marketing and considers the changing social and political contexts in which they developed. Volume Three: examines how different theoretical lens impact on conceptualisations of the consumer and the marketing organisation (the role and function of marketing). This major work draws together the many disparate perspectives that have contributed to the development of marketing theory to provide scholars with a substantive reference base from which to further develop the area.

Table of Contents

The Development Of Marketing Thought: An Overview

Pre-20th Century Marketing Thought The Role of Marketing in Early Theories of Economic Development

Marketing Structure and the Theory of Economic Interdependence

Early Analytical Developments Some Late 19th Century Antecedents of Marketing Theory

Emerging Macromarketing Concepts

From Socrates to Alfred Marshall The First Dialogue on Macromarketing

Appraisal of Contributions to Marketing Thought by 19th Century Liberal Economists

Early Development of the Marketing Discipline The First Decade of Marketing Literature

Influences on the Development of Marketing Thought

Early Development of the Philosophy of Marketing Thought

Historical Surveys of the Development of Marketing Thought A History of Marketing Thought

Scholarly Research in Marketing

Exploring the 'Four Eras' of Thought Development

The Pioneers Of Marketing Thought

Early Teachers of Marketing

Contribution of Women to U S Marketing Thought

Biography and the History of Marketing Thought

External Manifestations of the Man Robert Bartels and the History of Marketing Thought

Influences on the Development of Marketing Thought, 1950-1987

A Life My Life on Mt Olympus

Challenging the Philosophical Assumptions of Marketing

Contextualizing The Development Of Marketing Thought

Contextualizing the Development of Marketing Thought

Forces Impinging on Long-Term Business-to-Business Relationships in the United States

An Historical Perspective Marketing and the Public // Marketing and the Enterpriser

Marketing Management Concepts

Yesterday and Today The Ordering of Marketing Theory

The Influence of McCarthyism and the Cold War Remembering Motivation Research

Toward an Alternative Genealogy of Interpretive Consumer Research Countercultur

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