Marketing Theory: A Student Text

& (eds.)
Sage Publications (2010)
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Abstract

Tackling the roots of marketing theory, and unraveling the many influences and debates that have come to define the discipline, this book is a must-have student text.

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9781849204651   1849204659

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Chapters

15 Theory in social marketing.Gerard Hastings, Abraham Brown & Thomas Boysen Anker
The marketing mix–a helicopter view.Walter van Waterschoot & Thomas Foscht
The sociological basis of marketing.Kjell Grønhaug & Ingeborg Astrid Kleppe
Marketing ethics.  (pages 83)Patrick E. Murphy
The economics basis of marketing.  (pages 101--120)Richard J. Varey
The psychological basis of marketing.  (pages 121)Allan J. Kimmel
Cultural aspects of marketing.  (pages 165)Kam-hon Lee & Cass Shum
Marketing strategy.  (pages 209)Robin Wensley
Target segment strategy.  (pages 237)Sally Dibb & Lyndon Simkin
12 Consumer behaviour.  (pages 263)Rob Lawson
13 Innovation and new product development.  (pages 281)Susan Hart
Relationships and networks.  (pages 304)Kristian Möller
Theories of retailing.  (pages 345)Christopher Moore
An institutional approach to sustainable marketing.  (pages 360)William E. Kilbourne
Brand equity and the value of marketing assets.  (pages 379--95)Roderick J. Brodie & Mark S. Glynn
The new service marketing.  (pages 399--421)Evert Gummesson

Similar books and articles

Marketing strategy.Robin Wensley - 2010 - In Michael John Baker & Michael Saren (eds.), Marketing Theory: A Student Text. Sage Publications. pp. 209.
Marketing ethics.Patrick E. Murphy - 2010 - In Michael John Baker & Michael Saren (eds.), Marketing Theory: A Student Text. Sage Publications. pp. 83.
The new service marketing.Evert Gummesson - 2010 - In Michael John Baker & Michael Saren (eds.), Marketing Theory: A Student Text. Sage Publications. pp. 399--421.
Cultural aspects of marketing.Kam-hon Lee & Cass Shum - 2010 - In Michael John Baker & Michael Saren (eds.), Marketing Theory: A Student Text. Sage Publications. pp. 165.
The psychological basis of marketing.Allan J. Kimmel - 2010 - In Michael John Baker & Michael Saren (eds.), Marketing Theory: A Student Text. Sage Publications. pp. 121.
The sociological basis of marketing.Kjell Grønhaug & Ingeborg Astrid Kleppe - 2010 - In Michael John Baker & Michael Saren (eds.), Marketing Theory: A Student Text. Sage Publications.
15 Theory in social marketing.Gerard Hastings, Abraham Brown & Thomas Boysen Anker - 2010 - In Michael John Baker & Michael Saren (eds.), Marketing Theory: A Student Text. Sage Publications.
The economics basis of marketing.Richard J. Varey - 2010 - In Michael John Baker & Michael Saren (eds.), Marketing Theory: A Student Text. Sage Publications. pp. 101--120.
The marketing mix–a helicopter view.Walter van Waterschoot & Thomas Foscht - 2010 - In Michael John Baker & Michael Saren (eds.), Marketing Theory: A Student Text. Sage Publications.
An institutional approach to sustainable marketing.William E. Kilbourne - 2010 - In Michael John Baker & Michael Saren (eds.), Marketing Theory: A Student Text. Sage Publications. pp. 360.

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