Marketing Theory: A Student Text

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Michael J Baker, Michael John Baker, Michael Saren
SAGE, Mar 31, 2010 - Business & Economics - 448 pages

As a relatively young, applied discipline, one major challenge for marketing has been to build its own distinct body of theory. One problem for teachers of the subject is that many students find books on marketing theory dense and difficult to follow. Most are written for academics and researchers, not for undergraduates and taught postgraduates. The first edition of Marketing Theory: A Student Text aimed to fill this gap.

Building on the popularity of the first edition, published in 2000, Michael J. Baker has teamed up with co-editor Michael Saren to lead a fully updated, second edition. 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.

Bringing together new and original chapters, together with updated seminal chapters from the popular previous edition, Marketing Theory, A Student Text, Second Edition is an authoritative introduction to the central themes of the discipline.

 

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Contents

1 Marketing philosophy or function?
3
2 Marketing theory
26
3 A history of historical research in marketing
51
4 Marketing ethics
83
Section B Disciplinary Underpinnings of Marketing Theory
99
5 The economics basis of marketing
101
6 The psychological basis of marketing
121
7 The sociological basis of marketing
145
Section D Theoretical SubAreas of Marketing
261
12 Consumer behaviour
263
13 Innovation and new product development
281
14 Relationships and networks
304
15 Theory in social marketing
330
16 Theories of retailing
345
17 An institutional approach to sustainable marketing
360
18 Brand equity and the value of marketing assets
379

8 Cultural aspects of marketing
165
Section C Theories of Marketing Management and Organization
183
9 The marketing mix a helicopter view
185
10 Marketing strategy
209
11 Target segment strategy
237
Section E Postscript a transition phase in marketing thought
397
19 The new service marketing
399
Index
422
Copyright

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About the author (2010)

Michael J Baker is Emeritus Professor of Marketing at the University of Strathclyde where he founded the Department of Marketing in 1971. He is the Author/Editor of more than fifty books, most recently the Fifth edition of Marketing Strategy and Management (2014), and over 150 academic Chapters and Articles. He is the Founding Editor of the Journal of Marketing Management and currently Editor of the Journal of Customer Behaviour and the new journal Social Business.

Michael J Baker is Emeritus Professor of Marketing at the University of Strathclyde where he founded the Department of Marketing in 1971. He is the Author/Editor of more than fifty books, most recently the Fifth edition of Marketing Strategy and Management (2014), and over 150 academic Chapters and Articles. He is the Founding Editor of the Journal of Marketing Management and currently Editor of the Journal of Customer Behaviour and the new journal Social Business .

Mike Saren previously held chairs in marketing at the universities of Stirling and Strathclyde and was awarded an Honorary Fellowship of the UK Academy of Marketing in July 2007. He was a convener of the marketing streams at the Critical Management Studies Conferences, 1999-2011; and one of the founding editors in 2001 of the journal ‘Marketing Theory’’ (Sage Publications). Also co-editor of books on Rethinking Marketing, (Brownlie et al, 1999, Sage) and Critical Marketing: Defining the Field (Saren et al, Elsevier, 2007). His introductory text is Marketing Graffiti: The View from the Street (Saren, 2006, Butterworth Heinemann).

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