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

The SAGE Handbook of Marketing Theory

52,99 €

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Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

25.03.2013

Herausgeber

Maclaran Pauline + weitere

Verlag

Sage Publications

Seitenzahl

544

Maße (L/B/H)

24,4/17/2,9 cm

Gewicht

970 g

Sprache

Englisch

ISBN

978-1-4462-7051-6

Beschreibung

Rezension

"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." Stanley J. Shapiro 20100209

Zitat

"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."

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

25.03.2013

Herausgeber

Verlag

Sage Publications

Seitenzahl

544

Maße (L/B/H)

24,4/17/2,9 cm

Gewicht

970 g

Sprache

Englisch

ISBN

978-1-4462-7051-6

Herstelleradresse

Produktsicherheitsverantwortliche/r
Europaallee 1
36244 Bad Hersfeld
DE

Email: gpsr@libri.de

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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