The SAGE handbook of marketing theory / edited by Pauline Maclaran [and others].

Includes bibliographical references and index.

Introduction / Pauline Maclaran, Michael Saren, Barbara Stern and Mark Tadajewski -- 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: Managerial, Scientific and Cultural Approaches / Chris Hackley -- 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: Marketing in Critical Condition / A. Fuat Firat and Mark Tadajewski -- The Marketing Theory or Theories into Marketing: Plurality of Research Traditions and Paradigms / Kristian Moller, Jacqueline Pels and Michael Saren -- Debates Concerning the Scientific Method: Social Science Theory and the Philosophy of Science / John O'shaughnessy -- Part Three. Major Theoretical Debates -- Shaping Exchanges, Performing Markets: The Study of Marketing Practices / Luis Araujo and Hans Kjellberg -- 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 Organisation -- Interaction in Networks / Lars-Erik Gadde and Hakan Hakansson -- A Configuration Perspective of the Marketing Organisation / 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: Acknowledging The Role Of Working Consumers / Bernard Cova and Daniele Dalli -- Technology, Consumers and Marketing Theory / Nikhilesh Dholakia, Detlev Zwick and Janice Denegri-Knott.

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