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  • Produktbild: The SAGE Handbook of Marketing Theory
  • Produktbild: The SAGE Handbook of Marketing Theory

The SAGE Handbook of Marketing Theory

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Beschreibung

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

04.12.2009

Herausgeber

Maclaran Pauline + weitere

Verlag

Sage Publications

Seitenzahl

544

Maße (L/B/H)

26/18,3/3,4 cm

Gewicht

1140 g

Sprache

Englisch

ISBN

978-1-84787-505-1

Beschreibung

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

04.12.2009

Herausgeber

Verlag

Sage Publications

Seitenzahl

544

Maße (L/B/H)

26/18,3/3,4 cm

Gewicht

1140 g

Sprache

Englisch

ISBN

978-1-84787-505-1

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  • Produktbild: The SAGE Handbook of Marketing Theory
  • Produktbild: The SAGE Handbook of Marketing Theory
  • 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