Marketing Theory
eBook - ePub

Marketing Theory

A Student Text

Michael J Baker,Michael Saren

  1. 544 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Marketing Theory

A Student Text

Michael J Baker,Michael Saren

Book details
Table of contents
Citations

About This Book

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 thisnew Third Edition there are up-to-dateexamples 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.

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Information

Publisher
SAGE Publications Ltd
Year
2016
ISBN
9781473942677
Edition
3
Topic
Commerce
Subtopic
Marketing
Index
Marketing

Table of contents