Marketing as a field of theoretical inquiry has grown exponentially over the past few decades to the point that there is now a very large and dense body of knowledge for scholars and students to navigate. Helping you navigate this field for the first time, this third edition introduces and illuminates marketing theory by uncovering its histories, disciplinary underpinnings, subfields, discourses and debates. To keep you up-to-date with the latest advances in marketing theory and practice, this edition includes: *New examples and up-to-date literature *Entirely new chapters on Digital and Social Media Marketing, and Service-Dominant Logic (SD-L) *Global contributors introducing different schools of marekting from around the world. With chapters from many of the leading experts in marketing theory, this text provides the go-to overview of the field for undergraduate and postgraduate students alike.
PART ONE: Overview of Marketing Theory Chapter 1: Marketing - Philosophy or Function? - Michael J. Baker Chapter 2: Marketing Theory - Michael Saren Chapter 3: A History of Historical Research in Marketing - D. G. Brian Jones and Mark Tadajewski Chapter 4: Marketing Ethics - Patrick E. Murphy and Kelly D. Martin PART TWO: Disciplinary Underpinnings of Marketing Theory Chapter 5: The Economics Basis of Marketing - Richard J. Varey Chapter 6: The Psychological Basis of Marketing - Allan J. Kimmel Chapter 7: The Sociological Basis of Marketing - Kjell Gronhaug and Ingeborg Astrid Kleppe Chapter 8: Cultural Aspects of Marketing - Kam-hon Lee and Cass Shum PART THREE: Theories of Marketing Management and Strategy Chapter 9: The Marketing Mix: A Helicopter View - Walter van Waterschoot, Thomas Foscht, Marion Brandstaetter and Andreas B. Eisingerich Chater 10: Marketing Strategy - Robin Wensley Chapter 11: Market Segmentation and Segment Strategy - Sally Dibb and Lyndon Simkin PART FOUR: Theoretical Sub-Areas of Marketing Chapter 12: Consumer Behaviour - Margaret K. Hogg and Rob Lawson Chapter 13: Marketing Communications in a Digital World - Julia Wolny Chapter 14: Theories of Value and Brand Equity - Mark S. Glynn and Roderick J. Brodie Chapter 15: Innovation and New Product Development - Susan Hart Chapter 16: Relationships and Networks - Kristian Moller Chapter 17: Theories of Retailing - Christopher Moore and Stephen Doyle PART FIVE: THEORIES OF SERVICE IN MARKETING Chapter 18: The New Service Marketing - Evert Gummesson Chapter 19: Service-Dominant Logic - Stephen L. Vargo, Robert F. Lusch and Kaisa Koskela-Huotari PART SIX: MARKETING THEORY, SOCIETY & THE ENVIRONMENT Chapter 20: Social Marketing Theory - Sharyn Rundle-Thiele Chapter 21: Sustainable Marketing - William E. Kilbourne and Anastasia Thyroff
