Introducing the histories, theories and debates of the field of marketing, this is your one-stop introduction to the development of this exciting topic.
Michael Baker and Michael Saren have developed their student text on marketing further to include emerging topics, such as sustainability and social media. Other new topics include service marketing. The book covers the contemporary marketing field well, and offers a good and interesting overview of marketing.
This is a key text for students wishing to understand more about marketing theory. With contributions from leading international authors, the collection of chapters documents the main disciplinary influences on marketing theory and the theoretical evolution of key sub-areas.
Marketing Theory introduces and explains the role of theory in marketing by uncovering its histories, disciplinary underpinnings, subfields, discourses and debates. From strategy and ethics to digital marketing and consumer behaviour, leading marketing experts shine a light on what can be a challenging perspective of marketing.
In this new Third Edition there are up-to-date examples from global companies such as Pepsi, Amazon and H&M; entirely new chapters on Digital and Social Media Marketing, and Service-Dominant Logic (SD-L) and contributions from Global Specialists including Bob Lusch, Patrick Murphy and Susan Hart.
Ideal for Upper level undergraduate and postgraduate marketing students studying marketing theory, critical marketing, and the history of marketing modules.
- | Author: Michael J Baker, Michael Saren
- | Publisher: Sage Publications Ltd
- | Publication Date: May 30, 2016
- | Number of Pages:
- | Language:
- | Binding: Paperback / softback
- | ISBN-13: 9781473904019
- | ISBN-10: 1473904013
