The SAGE Handbook of Marketing Theory

1. Auflage 2013
ISBN: 978-1-4462-7051-6
Verlag: SAGE Publications Ltd

Buch, Englisch, 544 Seiten, Paperback, Format (B × H): 170 mm x 244 mm, Gewicht: 931 g

Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory. Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory.

Autoren/Hrsg.

Maclaran, Pauline

Saren, Michael

Stern, Barbara

Tadajewski, Mark

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Introduction - Pauline Maclaran et al
PART ONE: HISTORICAL DEVELOPMENT OF MARKETING THEORY
The Early Schools of Marketing Thought - Eric H Shaw, D G Brian Jones and Paula A McClean
The Modern Schools of Marketing Thought - D G Brian Jones, Eric H Shaw and Paula A McClean
The Emergence of Consumer Research - Harold Kassarjian and Ronald C Goodstein
The Evolution of Market Research - David W Stewart
Theorizing Advertising - Chris Hackley
Managerial, Scientific and Cultural Approaches
PART TWO: PHILOSOPHICAL UNDERPINNINGS OF THEORY
The Philosophical Foundations of Marketing Research - Shelby D Hunt and Jared M Hansen
For Scientific Realism and Truth
Critical Marketing - A Fuat Firat and Mark Tadajewski
Marketing in Critical Condition
The Marketing Theory or Theories into Marketing - Kristian Mo[um]ller, Jacqueline Pels and Michael Saren
Plurality of Research Traditions and Paradigms
Debates Concerning the Scientific Method - John O'Shaughnessy
Social Science Theory and the Philosophy of Science
PART THREE: MAJOR THEORETICAL DEBATES
Shaping Exchanges, Performing Markets - Luis Araujo and Hans Kjellberg
The Study of Marketing Practices
A Service-Dominant Logic for Marketing - Stephen L Vargo and Robert F Lusch
Market Ideology, Globalization and Neoliberalism - Robin Wensley
The Evolution of Marketing Thought - Richard P Bagozzi
From Economic to Social Exchange and Beyond
Metaphorical Myopia: Some Thoughts on Analogical Thinking - Stephen Brown
PART FOUR: THE IMPACT OF THEORY ON REPRESENTATION OF THE CONSUMER
Representing Global Consumers: Desire, Possession, and Identity - Russell W Belk
Consumer Behavior Analysis - Gordon R Foxall
Consumer Agency and Action - Richard P Bagozzi
Cultural Influences on Representations of the Consumer in Marketing Theory - Pauline Maclaran, Margaret Hogg and Alan Bradshaw
PART FIVE: IMPACT OF THEORY ON REPRESENTATIONS OF THE MARKETING ORGANIZATION
Interaction in Networks - Lars-Erik Gadde and Håkan Håkansson
A Configuration Perspective of the Marketing Organization - Roderick J Brodie, Vicki Little and Richard W Brookes
Orientation and Marketing Metrics - Jonathan Knowles and Tim Ambler
Relationship Marketing as Promise Management - Christian Gro[um]nroos
PART SIX: CONTEMPORARY AND FUTURE ISSUES IN MARKETING THEORY
Marketing Systems, Macromarketing and the Quality of Life - Roger A Layton
The Role of Marketing in Ancient and Contemporary Cultural Evolution - Elizabeth C Hirschman
The Darwinian Underpinnings of Consumption - Gad Saad
The Linking Value in Experiential Marketing - Bernard Cova and Daniele Dalli
Acknowledging the Role of Working Consumers
Technology, Consumers and Marketing Theory - Nikhilesh Dholakia, Detlev Zwick and Janice Denegri-Knott

Über Autor(innen)

Maclaran, Pauline
Pauline Maclaran is Professor of Marketing & Consumer Research in the School of Management at Royal Holloway. She joined in September 2008, having moved from Keele University where she was Professor of Marketing. She is a Member of the Chartered Institute of Marketing, the Academy ofMarketing and the Association for Consumer Research, and a Fellow of the Higher Education Academy. Prior to becoming an academic she worked in industry for many years, initially in marketing positions and then as a founder partner in her own business, a design and marketing consultancy. During this time she worked with a broad spectrum of public and private sector companies. Currently her main teaching areas are Consumer Behaviour and Contemporary Issues in Marketing & Consumer Research.
Her research interests focus on cultural aspects of contemporary consumption, and she adopts a critical perspective to analyze the ideological assumptions that underpin many marketing activities, particularly in relation to gender issues. Her work also explores socio-spatial aspects of consumption, including the utopian dimensions of fantasy retail environments, and how the built environment mediates social relationships. In 2002 she co-chaired the ACR Gender, Marketing & Consumer Behavior Conference and in 2010 the European ACR Conference. She has also co-organised two ESRC sponsored seminar series on Critical Marketing and Motherhoods, Markets and Consumption. She has just finished co-editing a book entitled Consumption & Spirituality with Dr Diego Renallo, Bocconi University, Milan and Professor Linda Scott, Said Business School, University of Oxford. Currently she is working with Professor Cele Otnes, University of Illinois, on a book for California University Press entitled, Tiaras, Tea Towels and Tourism: Consuming the British Royal Family.

Saren, Michael
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).

Tadajewski, Mark
I have previously taught at the Universities of Leicester, Essex and Strathclyde and my research interests are fairly eclectic. I continue to engage in research related to the history of marketing, with a specific focus on the influence of the Cold War on marketing and advertising theory. An on-going stream of research deals with racism and eugenics in marketing theory, thought and practice. Suffice to say, these are just a sample of what is presently occupying my attention.