TY  - BOOK
AU  - Maclaran,Pauline
AU  - Saren,Michael
AU  - Tadajewski,Mark
TI  - Marketing theory
T2  - SAGE library of marketing
SN  - 1847870007
AV  - HF5415 .M32318 2008
U1  - 658.8001 22
PY  - 2008///
CY  - Thousand Oaks, CA
PB  - SAGE Publications
KW  - Marketing
N1  - 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
N2  - "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
ER  -