Marketing Theory

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.