The Sage Handbook of Marketing Theory

by Pauline Maclaran

• ISBN13: 9781847875051
• ISBN10: 184787505X
• Format: Hardcover
• Copyright: 2009-12-22
• Publisher: SAGE Publications Ltd

Summary

This exciting new Handbook brings together the latest in debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors. The 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.

Table of Contents

Introduction

Historical Development of Marketing Theory

The Early Schools of Marketing Thought

The Modern Schools of Marketing Thought

The Emergence of Consumer Research

The Evolution of Market Research

Theorizing Advertising

Managerial, Scientific and Cultural Approaches

Philosophical Underpinnings of Theory

The Philosophical Foundations of Marketing Research

For Scientific Realism and Truth

Critical Marketing

Marketing in Critical Condition

The Marketing Theory or Theories into Marketing

Plurality of Research Traditions and Paradigms

Debates Concerning the Scientific Method

Social Science Theory and the Philosophy of Science

Major Theoretical Debates

Shaping Exchanges, Performing Markets

The Study of Marketing Practices

A Service-Dominant Logic for Marketing

Market Ideology, Globalization and Neoliberalism

The Evolution of Marketing Thought

From Economic to Social Exchange and Beyond

Metaphorical Myopia: Some Thoughts on Analogical Thinking

The Impact of Theory On Representation of The Consumer

Representing Global Consumers: Desire, Possession, and Identity

Consumer Behavior Analysis

Consumer Agency and Action

Cultural Influences on Representations of the Consumer in Marketing Theory

Impact of Theory On Representations of The Marketing Organisation

Interaction in Networks

A Configuration Perspective of the Marketing Organisation

Orientation and Marketing Metrics

Relationship Marketing as Promise Management

Contemporary and Future Issues in Marketing Theory

Marketing Systems, Macromarketing and the Quality of Life

The Role of Marketing in Ancient and Contemporary Cultural Evolution

The Darwinian Underpinnings of Consumption

The Linking Value In Experiential Marketing

Acknowledging The Role Of Working Consumers

Technology, Consumers and Marketing Theory

Table of Contents provided by Ingram. All Rights Reserved.