Marketing Theory
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Marketing Theory

Three Volume Set

Other Titles in:
Marketing

© 2008 | 1 232 pages | SAGE Publications Ltd
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: The Development of Marketing Theory and Its Philosophical Underpinnings: documents the historical roots of marketing theory and traces the influences on its development, including differing philosophical perspectives.

Volume Two: Major Theoretical Debates and Contemporary Issues in Marketing Theory: 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: The Impact of Theory on Representations of the Consumer and the Marketing Organization: examines how different theoretical lenses impact on conceptualizations of the consumer and the marketing organization (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.

 
Volume One
The Development of Marketing Theory and Its Philosophical Underpinnings  
 
Introduction
 
Section A
Historical Development of Marketing Theory  
 
PART ONE: DEVELOPMENT OF MARKETING THEORY
P D Converse
Development of Marketing Theory
Fifty Years of Progress  
E H Shaw and D G B Jones
A History of Schools of Thought in Marketing
 
PART TWO: EMERGENCE OF CONSUMER RESEARCH
S J Levy
Roots of Marketing and Consumer Research at the University of Chicago
M Tadajewski
Remembering Motivation Research
Toward an Alternative Genealogy of Interpretive Consumer Research  
 
PART THREE: EVOLUTION OF MARKET RESEARCH
W H Wulfeck
The Role of the Psychologist in Market and Advertising Research
D W Stewart
From Methods and Projects to Systems and Process
The Evolution of Market Research Techniques  
 
PART FOUR: BROADENING OF THE MARKETING CONCEPT
P Kotler and S J Levy
Broadening the Concept of Marketing
D J Luck
Broadening the Concept of Marketing - too Far
 
Section B
Philosophical Underpinnings of Theory  
 
PART FIVE: MARKETING AS SCIENCE
W Alderson and R Cox
Towards a Theory of Marketing
P F Anderson
Marketing, Scientific Progress and Scientific Method
S Brown
Art or Science? Fifty Years of Marketing Debate
 
PART SIX: PARADIGM DEBATES
J Arndt
The Tyranny of Paradigms
The Case for Paradigmatic Pluralism in Marketing  
D Kavanagh
Hunt versus Anderson
Round 16  
A F Firat and N Dholakia
Theoretical and Philosophical Implications of Postmodern Debates
Some Challenges to Modern Marketing  
 
PART SEVEN: CRITICAL AND FEMINIST THEORY
J B Murray and J L Ozanne
The Critical Imagaination
Emancipatory Interests in Consumer Research  
W P Hetrick and H R Lozada
Construing the Critical Imagination
Comments and Necessary Diversions  
J M Bristor and E Fischer
Feminist Thought
Implications for Consumer Research  
 
Volume Two
Major Theoretical Debates and Contemporary Issues in Marketing Theory  
 
Section C
Major Theoretical Debates  
 
PART EIGHT: EXCHANGE THEORY
F S Houston and J B Gassenheimer
Marketing and Exchange
R Wensley
The Voice of the Consumer? Speculations on the Limits to the Marketing Analogy
 
PART NINE: PRODUCTS VERSUS SERVICES
R F Lusch and S L Vargo
Service-Dominant Logic
Reactions, Reflections and Refinements  
S Schembri
Rationalizing Service Logic, or Understanding Service as Experience?
 
PART TEN: THEORY VERSUS PRACTICE
J R Rossiter
What Is Marketing Knowledge? Stage One: Forms of Marketing Knowledge
M Uncles
From Marketing Knowledge to Marketing Principles
 
PART ELEVEN: NETWORKS AND RELATIONSHIPS
I Wilkinson
A History of Network and Channels Thinking in Marketing in the 20th Century
C Gr[um]onroos
From Marketing Mix to Relationship Marketing
Towards a Paradigm Shift in Marketing  
H Hakansson and D Ford
How Should Companies Interact in Business Networks?
 
Section D
Contemporary Issues (and Radical Approaches)  
 
PART TWELVE: RETHINKING MARKETS
L Araujo
Markets, Market-Making and Marketing
L Penaloza and A Venkatesh
Further Evolving the New Dominant Logic of Marketing
From Services to the Social Construction of Markets  
 
PART THIRTEEN: SOCIAL/SUSTAINABLE/MACROMARKETING
A R Andreasen
Social Marketing
Definition and Domain  
G Hastings and M Saren
The Critical Contribution of Social Marketing
Theory and Application  
W Kilbourne, P McDonagh and A Prothero
Sustainable Consumption and the Quality of Life
A Macromarketing Challenge to the Dominant Social Paradigm  
 
PART FOURTEEN: MARKETING THEORY AND DEVELOPING ECONOMIES
A Joy and C A Ross
Marketing and Development in Third World Contexts
An Evaluation and Future Directions  
I P Akaah, K Q Dadzie and E A Riordan
Applicability of Marketing Concepts and Management Activities in the Third World
An Empirical Investigation  
 
PART FIFTEEN: ELECTRONIC AND VIRTUAL MARKETS
G M Zinkhan
The Marketplace, Emerging Technology and Marketing Theory
P R Varadarajan and M S Yadav
Marketing Strategy and the Internet
An Organizing Framework  
M Karavdic and G Gregory
Integrating E-Commerce into Existing Export Marketing Theories
A Contingency View  
 
Volume Three
The Impact of Theory on Representations of the Consumer and the Marketing Organization  
 
Section E
The Impact of Theory on Representations of the Consumer  
 
PART SIXTEEN: INFORMATION PROCESSING, BEHAVIOURISM AND BDT
G Katona
Rational Behavior and Economic Behavior
J W Payne, J R Bettman and E J Johnson
Behavioral Decision Research
A Constructive Processing Perspective  
G R Foxall
Radical Behaviourism and Consumer Research
Theoretical Promise and Empirical Problems  
 
PART SEVENTEEN: CONSUMER CULTURE THEORETICS
R W Belk
Studies in the New Consumer Behaviour
E Arnould and C J Thompson
Consumer Culture Theory
Twenty Years of Research  
R P Hill
Consumer Culture and the Culture of Poverty
Implications for Marketing Theory and Practice  
 
PART EIGHTEEN: PSYCHO-NEUROLOGICAL PERSPECTIVE
G Zaltman
Consumer Researchers
Take a Hike!  
J A Bargh
Losing Consciousness
Automatic Influences on Consumer Judgment Behavior and Motivation  
 
PART NINETEEN: CONSUMER AGENCY AND ACTIVISM
C J Thompson
Marketplace Mythology and Discourses of Power
s Dobscha and J L Ozanne
An Ecofeminist Analysis of Environmentally Sensitive Women Using Qualitative Methodology
The Emancipatory Potential of an Ecological Life  
 
Section F
The Impact of Theory on Representations of the Marketing Organization  
 
PART TWENTY: MARKETING'S FUNCTION WITHIN THE FIRM
P F Anderson
Marketing, Strategic Planning and the Theory of the Firm
F E Webster
The Changing Role of Marketing in the Corporation
F E Webster
The Rediscovery of the Marketing Concept
Moorman and R T Rust
The Role of Marketing
 
PART TWENTY-ONE: THE MARKET-ORIENTATED FIRM
B Shapiro
What the Hell Is 'Market Oriented'?
J Cadogan and A Diamontopoulos
Narver and Slater, Kohli and Jaworski and the Market Orientation Construct
Integration and Internalization  
 
PART TWENTY-TWO: BUYER AND SELLER RELATIONSHIPS
H Hakansson and C [um]Ostberg
Industrial Marketing
An Organizational Problem?  
J C Anderson, H Hakansson and J Johanson
Dyadic Business Relationships within a Business Network Context
Y Wind
Blurring the Lines
Is There a Need to Rethink Industrial Marketing?  

Sample Materials & Chapters

Section One of Volume One PDF


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ISBN: 9781847870001