Marketing Theory: A Student Text - Hardcover

Michael J Baker

Hardcover

ISBN 10: 1473904005 ISBN 13: 9781473904002

Publisher: SAGE Publications Ltd, 2016

Synopsis

<p style="margin: 0cm 0cm 0pt;"><span>Marketing as a field of theoretical inquiry has grown exponentially over the past few decades to the point that there is now a very large and dense body of knowledge for scholars and students to navigate. </span>

<p style="margin: 0cm 0cm 0pt;"><span> </span>

<p style="margin: 0cm 0cm 0pt;"><span>Helping you navigate this field for the first time, this third edition introduces and illuminates marketing theory by uncovering its histories, disciplinary underpinnings, subfields, discourses and debates.  To keep you up-to-date with the latest advances in marketing theory and practice, this edition includes:</span>

<li style="margin: 0cm 0cm 0pt;"><span>New examples and up-to-date literature </span> <li style="margin: 0cm 0cm 0pt;"><span></span><span>Entirely new chapters on Digital and Social Media Marketing, and Service-Dominant Logic (SD-L)</span> <li style="margin: 0cm 0cm 0pt;"><span></span><span>Global contributors introducing different schools of marekting from around the world.</span>

<p style="margin: 0cm 0cm 0pt;"><span>With chapters from many of the leading experts in marketing theory, this text provides the go-to overview of the field for undergraduate and postgraduate students alike.</span>

About this title

About the Author

<p style="margin: 0cm 0cm 0pt;"><span>Michael J Baker is Emeritus Professor of Marketing at the University of Strathclyde where he founded the Department of Marketing in 1971. He is the Author/Editor of more than fifty books, most recently the Fifth edition of Marketing Strategy and Management (2014), and over 150 academic Chapters and Articles. He is the Founding Editor of the Journal of Marketing Management and currently Editor of the Journal of Customer Behaviour and the new journal Social Business.</span>

Mike Saren previously held chairs in marketing at the universities of Stirling and Strathclyde and was awarded an Honorary Fellowship of the UK Academy of Marketing in July 2007. He was a convener of the marketing streams at the Critical Management Studies Conferences, 1999-2011; and one of the founding editors in 2001 of the journal Marketing Theory (Sage Publications). Also co-editor of books on Rethinking Marketing, (Brownlie et al, 1999, Sage) and Critical Marketing: Defining the Field (Saren et al, Elsevier, 2007). His introductory text is Marketing Graffiti: The View from the Street (Saren, 2006, Butterworth Heinemann).

From the Back Cover

Introducing the histories, theories and debates of the field of marketing, this is your one-stop introduction to the development of this exciting topic.

Edition details

• Publisher: SAGE Publications Ltd
• Publication date: 2016
• Language: English
• ISBN 10: 1473904005
• ISBN 13: 9781473904002
• Binding: Hardcover
• Edition number: 3
• Number of pages: 584
• Editor: Michael J Baker, Michael Saren