The Sage Handbook of Marketing Theory

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ISBN: 9781847875051 | 184787505X
Cover: Hardcover
Copyright: 12/22/2009

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This exciting new Handbook brings together the latest in debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors. The collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory.

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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
Market Ideology, Globalization and Neoliberalism
The Evolution of Marketing Thought
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
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The Sage Handbook of Marketing Theory

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