The SAGE Handbook of Marketing Theory
Editat de Pauline Maclaran, Michael Saren, Barbara Stern, Mark Tadajewskien Limba Engleză Paperback – 24 mar 2013
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Specificații
ISBN-13: 9781446270516
ISBN-10: 1446270513
Pagini: 544
Dimensiuni: 184 x 246 x 30 mm
Greutate: 0.95 kg
Ediția:First Edition
Editura: SAGE Publications
Colecția Sage Publications Ltd
Locul publicării:London, United Kingdom
ISBN-10: 1446270513
Pagini: 544
Dimensiuni: 184 x 246 x 30 mm
Greutate: 0.95 kg
Ediția:First Edition
Editura: SAGE Publications
Colecția Sage Publications Ltd
Locul publicării:London, United Kingdom
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Recenzii
"The collection of original articles found in this volume on marketing theory is the most important compilation since Cox and Alderson’s seminal Theory in Marketing was published in 1950. As was the case then, the editors of this Handbook have again solicited original contributions from many of the leading marketing academicians of the period. If you have been looking for just one book that explores all aspects of both the current state and likely future development of marketing theory, look no longer. This is that publication."
"This panoramic and provocative account of explanation and understanding in marketing will engage the academic audience without discouraging managerial readers. The authors balance inquiry into historical precedent and contemporary context to very practical effect. This volume is long overdue, and should help guide our enterprise well into the future."
"The SAGE Handbook of Marketing Theory confronts the ideological underpinnings of contemporary marketing. Marketing thought should not only be about serving the managerial interests of corporations through technocratic teaching and research based upon Western notions of the “consumer”. Marketing theory can take many forms and, as discussed in several good historical chapters, is very much a product of time and place. With contributions from top-shelf marketing scholars from around the world, this book promises to be a seminal addition to the literature."
"It is now well recognized that the field of marketing lags behind in comprehensive theory development. This Handbook satisfies the many calls within the marketing academy for a greater emphasis on marketing theory that is bold and imaginative. By bringing together in one volume key debates and perspectives on the development of marketing theory, it provides an essential resource for scholars in our field."
"This panoramic and provocative account of explanation and understanding in marketing will engage the academic audience without discouraging managerial readers. The authors balance inquiry into historical precedent and contemporary context to very practical effect. This volume is long overdue, and should help guide our enterprise well into the future."
"The SAGE Handbook of Marketing Theory confronts the ideological underpinnings of contemporary marketing. Marketing thought should not only be about serving the managerial interests of corporations through technocratic teaching and research based upon Western notions of the “consumer”. Marketing theory can take many forms and, as discussed in several good historical chapters, is very much a product of time and place. With contributions from top-shelf marketing scholars from around the world, this book promises to be a seminal addition to the literature."
"It is now well recognized that the field of marketing lags behind in comprehensive theory development. This Handbook satisfies the many calls within the marketing academy for a greater emphasis on marketing theory that is bold and imaginative. By bringing together in one volume key debates and perspectives on the development of marketing theory, it provides an essential resource for scholars in our field."
Cuprins
Introduction - Pauline Maclaran et al
PART ONE: HISTORICAL DEVELOPMENT OF MARKETING THEORY
The Early Schools of Marketing Thought - Eric H Shaw, D G Brian Jones and Paula A McClean
The Modern Schools of Marketing Thought - D G Brian Jones, Eric H Shaw and Paula A McClean
The Emergence of Consumer Research - Harold Kassarjian and Ronald C Goodstein
The Evolution of Market Research - David W Stewart
Theorizing Advertising - Chris Hackley
Managerial, Scientific and Cultural Approaches
PART TWO: PHILOSOPHICAL UNDERPINNINGS OF THEORY
The Philosophical Foundations of Marketing Research - Shelby D Hunt and Jared M Hansen
For Scientific Realism and Truth
Critical Marketing - A Fuat Firat and Mark Tadajewski
Marketing in Critical Condition
The Marketing Theory or Theories into Marketing - Kristian Mo[um]ller, Jacqueline Pels and Michael Saren
Plurality of Research Traditions and Paradigms
Debates Concerning the Scientific Method - John O'Shaughnessy
Social Science Theory and the Philosophy of Science
PART THREE: MAJOR THEORETICAL DEBATES
Shaping Exchanges, Performing Markets - Luis Araujo and Hans Kjellberg
The Study of Marketing Practices
A Service-Dominant Logic for Marketing - Stephen L Vargo and Robert F Lusch
Market Ideology, Globalization and Neoliberalism - Robin Wensley
The Evolution of Marketing Thought - Richard P Bagozzi
From Economic to Social Exchange and Beyond
Metaphorical Myopia: Some Thoughts on Analogical Thinking - Stephen Brown
PART FOUR: THE IMPACT OF THEORY ON REPRESENTATION OF THE CONSUMER
Representing Global Consumers: Desire, Possession, and Identity - Russell W Belk
Consumer Behavior Analysis - Gordon R Foxall
Consumer Agency and Action - Richard P Bagozzi
Cultural Influences on Representations of the Consumer in Marketing Theory - Pauline Maclaran, Margaret Hogg and Alan Bradshaw
PART FIVE: IMPACT OF THEORY ON REPRESENTATIONS OF THE MARKETING ORGANIZATION
Interaction in Networks - Lars-Erik Gadde and Håkan Håkansson
A Configuration Perspective of the Marketing Organization - Roderick J Brodie, Vicki Little and Richard W Brookes
Orientation and Marketing Metrics - Jonathan Knowles and Tim Ambler
Relationship Marketing as Promise Management - Christian Gro[um]nroos
PART SIX: CONTEMPORARY AND FUTURE ISSUES IN MARKETING THEORY
Marketing Systems, Macromarketing and the Quality of Life - Roger A Layton
The Role of Marketing in Ancient and Contemporary Cultural Evolution - Elizabeth C Hirschman
The Darwinian Underpinnings of Consumption - Gad Saad
The Linking Value in Experiential Marketing - Bernard Cova and Daniele Dalli
Acknowledging the Role of Working Consumers
Technology, Consumers and Marketing Theory - Nikhilesh Dholakia, Detlev Zwick and Janice Denegri-Knott
PART ONE: HISTORICAL DEVELOPMENT OF MARKETING THEORY
The Early Schools of Marketing Thought - Eric H Shaw, D G Brian Jones and Paula A McClean
The Modern Schools of Marketing Thought - D G Brian Jones, Eric H Shaw and Paula A McClean
The Emergence of Consumer Research - Harold Kassarjian and Ronald C Goodstein
The Evolution of Market Research - David W Stewart
Theorizing Advertising - Chris Hackley
Managerial, Scientific and Cultural Approaches
PART TWO: PHILOSOPHICAL UNDERPINNINGS OF THEORY
The Philosophical Foundations of Marketing Research - Shelby D Hunt and Jared M Hansen
For Scientific Realism and Truth
Critical Marketing - A Fuat Firat and Mark Tadajewski
Marketing in Critical Condition
The Marketing Theory or Theories into Marketing - Kristian Mo[um]ller, Jacqueline Pels and Michael Saren
Plurality of Research Traditions and Paradigms
Debates Concerning the Scientific Method - John O'Shaughnessy
Social Science Theory and the Philosophy of Science
PART THREE: MAJOR THEORETICAL DEBATES
Shaping Exchanges, Performing Markets - Luis Araujo and Hans Kjellberg
The Study of Marketing Practices
A Service-Dominant Logic for Marketing - Stephen L Vargo and Robert F Lusch
Market Ideology, Globalization and Neoliberalism - Robin Wensley
The Evolution of Marketing Thought - Richard P Bagozzi
From Economic to Social Exchange and Beyond
Metaphorical Myopia: Some Thoughts on Analogical Thinking - Stephen Brown
PART FOUR: THE IMPACT OF THEORY ON REPRESENTATION OF THE CONSUMER
Representing Global Consumers: Desire, Possession, and Identity - Russell W Belk
Consumer Behavior Analysis - Gordon R Foxall
Consumer Agency and Action - Richard P Bagozzi
Cultural Influences on Representations of the Consumer in Marketing Theory - Pauline Maclaran, Margaret Hogg and Alan Bradshaw
PART FIVE: IMPACT OF THEORY ON REPRESENTATIONS OF THE MARKETING ORGANIZATION
Interaction in Networks - Lars-Erik Gadde and Håkan Håkansson
A Configuration Perspective of the Marketing Organization - Roderick J Brodie, Vicki Little and Richard W Brookes
Orientation and Marketing Metrics - Jonathan Knowles and Tim Ambler
Relationship Marketing as Promise Management - Christian Gro[um]nroos
PART SIX: CONTEMPORARY AND FUTURE ISSUES IN MARKETING THEORY
Marketing Systems, Macromarketing and the Quality of Life - Roger A Layton
The Role of Marketing in Ancient and Contemporary Cultural Evolution - Elizabeth C Hirschman
The Darwinian Underpinnings of Consumption - Gad Saad
The Linking Value in Experiential Marketing - Bernard Cova and Daniele Dalli
Acknowledging the Role of Working Consumers
Technology, Consumers and Marketing Theory - Nikhilesh Dholakia, Detlev Zwick and Janice Denegri-Knott
Descriere
Contemporary and forward looking, The SAGE Handbook of Marketing Theory provides conceptual cohesion by drawing together a wide range of perspectives in one volume.