The Sage handbook of marketing theory:
This collection gives greater conceptual cohesion to marketing theory by drawing together many disparate perspectives and presenting them in one volume. It covers the historical development of marketing theory, its philosophical underpinnings, major theoretical debates and contemporary issues in mar...
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
London [u.a.]
Sage Publ.
2009
|
| Edition: | 1. publ. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Summary: | This collection gives greater conceptual cohesion to marketing theory by drawing together many disparate perspectives and presenting them in one volume. It covers the historical development of marketing theory, its philosophical underpinnings, major theoretical debates and contemporary issues in marketing theory. |
| Item Description: | Hier auch später erschienene, unveränderte Nachdrucke |
| Physical Description: | XVIII, 523 S. graph. Darst. |
| ISBN: | 9781446270516 9781847875051 |
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Record in the Search Index
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| adam_text | Titel: The sage handbook of marketing theory
Autor: Maclaran, Pauline
Jahr: 2010
Contents
Notes on Contributors xi
1 Introduction 1
Pauline Maclaran, Michael Saren, Barbara Stern, and Mark Tadajewski
SECTION 1 HISTORICAL DEVELOPMENT OF MARKETING THEORY 25
2 The Early Schools of Marketing Thought 27
Eric H. Shaw, D. G. Brian Jones, and Paula A. McClean
3 The Modern Schools of Marketing Thought 42
D. G. Brian Jones, Eric H. Shaw, and Paula A. McClean
4 The Emergence of Consumer Research 59
Harold H. Kassarjian and Ronald C. Goodstein
5 The Evolution of Market Research 74
David W. Stewart
6 Theorizing Advertising: Managerial, Scientific and Cultural Approaches 89
Chris Hackley
SECTION 2 PHILOSOPHICAL UNDERPINNINGS OF THEORY 109
7 The Philosophical Foundations of Marketing Research: For Scientific
Realism and Truth 111
Shelby D. Hunt and Jared M. Hansen
8 Critical Marketing - Marketing in Critical Condition 127
A. Fuat Firat and Mark Tadajewski
9 The Marketing Theory or Theories into Marketing? Plurality of Research
Traditions and Paradigms 151
Kristian Moller, Jaqueline Pels, and Michael Saren
CONTENTS
10 Debates Concerning the Scientific Method: Social Science Theory and
the Philosophy of Science 174
John O Shaughnessy
SECTION 3 MAJOR THEORETICAL DEBATES 193
11 Shaping Exchanges, Performing Markets: The Study of Market-ing Practices 195
Luis Araujo and Hans Kjellberg
12 A Service-Dominant Logic for Marketing 219
Stephen L. Vargo and Robert F. Lusch
13 Market Ideology, Globalization and Neoliberalism 235
Robin Wensley
14 The Evolution of Marketing Thought: From Economic to Social
Exchange and Beyond 244
Richard P. Bagozzi
15 Metaphorical Myopia: Some Thoughts on Analogical Thinking 266
Stephen Brown
SECTION 4 THE IMPACT OF THEORY ON REPRESENTATIONS
OF THE CONSUMER 281
16 Representing Global Consumers . Desire, Possession, and Identity 283
Russell W. Belk
17 Consumer Behavior Analysis 299
Gordon R. Foxall
18 Consumer Agency and Action 316
Richard P. Bagozzi
19 Cultural Influences on Representations of the Consumer in Marketing Theory 332
Pauline Maclaran, Margaret K. Hogg, and Alan Bradshaw
SECTION 5 IMPACT OF THEORY ON REPRESENTATIONS OF
THE MARKETING ORGANISATION 353
20 Interaction in Networks 355
Lars-Erik Gadde and Hakan H kansson
21 Practice Perspective of the Marketing Organisation 365
Roderick J. Brodie, Victoria J. Little, and Richard W. Brookes
CONTENTS
22 Orientation and Marketing Metrics 379
Jonathan Knowles and Tim Ambler
23 Relationship Marketing as Promise Management 397
Christian Grdnroos
SECTION 6 CONTEMPORARY AND FUTURE ISSUES IN
MARKETING THEORY 413
24 Marketing Systems, Macromarketing and the Quality of Life 415
Roger A. Lay ton
25 The Role of Marketing in Ancient and Contemporary Cultural Evolution 443
Elizabeth C. Hirschman
26 The Darwinian Underpinnings of Consumption 457
Gad Saad
27 The Linking Value in Experiential Marketing: Acknowledging
the Role of Working Consumers 476
Bernard Cova and Daniele Dalli
28 Technology, Consumers, and Marketing Theory 494
Nikhilesh Dholakia, Detlev Zwick, and Janice Denegri-Knott
|
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| illustrated | Illustrated |
| indexdate | 2024-07-09T22:07:48Z |
| institution | BVB |
| isbn | 9781446270516 9781847875051 |
| language | English |
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| spelling | The Sage handbook of marketing theory ed. by Pauline Maclaran ... Marketing theory 1. publ. London [u.a.] Sage Publ. 2009 XVIII, 523 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Hier auch später erschienene, unveränderte Nachdrucke This collection gives greater conceptual cohesion to marketing theory by drawing together many disparate perspectives and presenting them in one volume. It covers the historical development of marketing theory, its philosophical underpinnings, major theoretical debates and contemporary issues in marketing theory. Philosophie Marketing Philosophy Marketingtheorie (DE-588)4168911-2 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Marketingtheorie (DE-588)4168911-2 s b DE-604 Maclaran, Pauline 1950- Sonstige (DE-588)138921539 oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018799914&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | The Sage handbook of marketing theory Philosophie Marketing Philosophy Marketingtheorie (DE-588)4168911-2 gnd |
| subject_GND | (DE-588)4168911-2 (DE-588)4143413-4 |
| title | The Sage handbook of marketing theory |
| title_alt | Marketing theory |
| title_auth | The Sage handbook of marketing theory |
| title_exact_search | The Sage handbook of marketing theory |
| title_full | The Sage handbook of marketing theory ed. by Pauline Maclaran ... |
| title_fullStr | The Sage handbook of marketing theory ed. by Pauline Maclaran ... |
| title_full_unstemmed | The Sage handbook of marketing theory ed. by Pauline Maclaran ... |
| title_short | The Sage handbook of marketing theory |
| title_sort | the sage handbook of marketing theory |
| topic | Philosophie Marketing Philosophy Marketingtheorie (DE-588)4168911-2 gnd |
| topic_facet | Philosophie Marketing Philosophy Marketingtheorie Aufsatzsammlung |
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