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Marketing Theory: A Student Text - Hardcover

Michael J Baker

 
9781473904002: Marketing Theory: A Student Text
Hardcover
ISBN 10: 1473904005 ISBN 13: 9781473904002
Verlag: SAGE Publications Ltd, 2016

Inhaltsangabe

<p style="margin: 0cm 0cm 0pt;"><span>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. </span>

<p style="margin: 0cm 0cm 0pt;"><span> </span>

<p style="margin: 0cm 0cm 0pt;"><span>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:</span>

    <li style="margin: 0cm 0cm 0pt;"><span>New examples and up-to-date literature </span> <li style="margin: 0cm 0cm 0pt;"><span></span><span>Entirely new chapters on Digital and Social Media Marketing, and Service-Dominant Logic (SD-L)</span> <li style="margin: 0cm 0cm 0pt;"><span></span><span>Global contributors introducing different schools of marekting from around the world.</span>
<p style="margin: 0cm 0cm 0pt;"><span>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.</span>

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Über die Autorin bzw. den Autor

<p style="margin: 0cm 0cm 0pt;"><span>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.</span>



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).

Von der hinteren Coverseite

Introducing the histories, theories and debates of the field of marketing, this is your one-stop introduction to the development of this exciting topic.

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Verlag
SAGE Publications Ltd
Erscheinungsdatum
2016
Sprache
Englisch
ISBN 10 
1473904005
ISBN 13 
9781473904002
Einband
Gebundene Ausgabe
Auflage
3
Anzahl der Seiten
584
Herausgeber
Michael J Baker, Michael Saren
Kontakt zum Hersteller
preigu GmbH & Co. KG
mail@preigu.de

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