Marketing theory /
Marketing theory /
edited by Pauline Maclaran, Mike Saren, and Mark Tadajewski.
- First edition.
- 3 volumes : illustrations ; 25 cm.
- SAGE library of marketing .
- SAGE library of marketing. .
Includes bibliographical references.
v. 1. The development of marketing theory and its philosophical underpinnings -- v. 2. Major theoretical debates and contemporary issues in marketing theory -- v. 3. The impact of theory on representations of the consumer and the marketing organisation.
"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: documents the historical roots of marketing theory and traces the influences on its development, including differing philosophical perspectives. ; Volume Two: 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: examines how different theoretical lens impact on conceptualisations of the consumer and the marketing organisation (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."--Publisher description.
1847870007 9781847870001
2007927665
Marketing.
HF5415 / .M32318 2008
658.8001
Includes bibliographical references.
v. 1. The development of marketing theory and its philosophical underpinnings -- v. 2. Major theoretical debates and contemporary issues in marketing theory -- v. 3. The impact of theory on representations of the consumer and the marketing organisation.
"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: documents the historical roots of marketing theory and traces the influences on its development, including differing philosophical perspectives. ; Volume Two: 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: examines how different theoretical lens impact on conceptualisations of the consumer and the marketing organisation (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."--Publisher description.
1847870007 9781847870001
2007927665
Marketing.
HF5415 / .M32318 2008
658.8001