The SAGE handbook of marketing theory /
Marketing theory
edited by Pauline Maclaran [and others].
- xviii, 523 pages : illustrations ; 26 cm
Includes bibliographical references and index.
Introduction / Historical Development of Marketing Theory -- The Early Schools of Marketing Thought / The Modern Schools of Marketing Thought / The Emergence of Consumer Research / The Evolution of Market Research / Theorizing Advertising: Managerial, Scientific and Cultural Approaches / Philosophical Underpinnings of Theory -- The Philosophical Foundations of Marketing Research / For Scientific Realism and Truth Critical Marketing: Marketing in Critical Condition / The Marketing Theory or Theories into Marketing: Plurality of Research Traditions and Paradigms / Debates Concerning the Scientific Method: Social Science Theory and the Philosophy of Science / Major Theoretical Debates -- Shaping Exchanges, Performing Markets: The Study of Marketing Practices / A Service-Dominant Logic for Marketing / Ideology, Globalization and Neoliberalism / From Economic to Social Exchange and Beyond Metaphorical Myopia: Some Thoughts on Analogical Thinking / The Impact of Theory on Representation of the Consumer -- Representing Global Consumers: Desire, Possession, and Identity / Consumer Behavior Analysis / Consumer Agency and Action / Cultural Influences on Representations of the Consumer in Marketing Theory / Impact of Theory on Representations of the Marketing Organisation -- Interaction in Networks / A Configuration Perspective of the Marketing Organisation / Orientation and Marketing Metrics / Relationship Marketing as Promise Management / Contemporary and Future Issues in Marketing Theory -- Marketing Systems, Macromarketing and the Quality of Life / The Role of Marketing in Ancient and Contemporary Cultural Evolution / The Darwinian Underpinnings of Consumption / The Linking Value In Experiential Marketing: Acknowledging The Role Of Working Consumers / Technology, Consumers and Marketing Theory / Pauline Maclaran, Michael Saren, Barbara Stern and Mark Tadajewski -- Eric H. Shaw, D. G. Brian Jones and Paula A. McClean -- D. G. Brian Jones, Eric H. Shaw and Paula A. McClean -- Harold Kassarjian and Ronald C.Goodstein -- David W. Stewart -- Chris Hackley -- Shelby D. Hunt and Jared M. Hansen -- A. Fuat Firat and Mark Tadajewski -- Kristian Moller, Jacqueline Pels and Michael Saren -- John O'shaughnessy -- Luis Araujo and Hans Kjellberg -- Stephen L. Vargo and Robert F. Lusch Market -- Robin Wensley The Evolution of Marketing Thought - Richard P. Bagozzi -- Stephen Brown -- Russell W. Belk -- Gordon R. Foxall -- Richard P. Bagozzi -- Pauline Maclaran, Margaret Hogg and Alan Bradshaw -- Lars-Erik Gadde and Hakan Hakansson -- Roderick J. Brodie, Vicki Little and Richard W. Brookes -- Jonathan Knowles and Tim Ambler -- Christian Gro(um)nroos -- Roger A. Layton -- Elizabeth C. Hirschman -- Gad Saad -- Bernard Cova and Daniele Dalli -- Nikhilesh Dholakia, Detlev Zwick and Janice Denegri-Knott. Part One. Part Two. Part Three. Part Four. Part Five. Part Six.