Marketing Theory: A Student TextMichael J Baker, Michael John Baker, Michael Saren 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. 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
3 | |
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 |