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The SAGE Handbook of Marketing Theory


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Table of Contents

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 Hakan Hakansson 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

About the Author

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. 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). 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.


"The collection of original articles found in this volume on marketing theory is the most important compilation since Cox and Alderson's seminal Theory in Marketing was published in 1950. As was the case then, the editors of this Handbook have again solicited original contributions from many of the leading marketing academicians of the period. If you have been looking for just one book that explores all aspects of both the current state and likely future development of marketing theory, look no longer. This is that publication." -- Stanley J. Shapiro
"This panoramic and provocative account of explanation and understanding in marketing will engage the academic audience without discouraging managerial readers. The authors balance inquiry into historical precedent and contemporary context to very practical effect. This volume is long overdue, and should help guide our enterprise well into the future." -- John F. Sherry Jr., Raymond W., & Kenneth G. Herrick
"The SAGE Handbook of Marketing Theory confronts the ideological underpinnings of contemporary marketing. Marketing thought should not only be about serving the managerial interests of corporations through technocratic teaching and research based upon Western notions of the "consumer". Marketing theory can take many forms and, as discussed in several good historical chapters, is very much a product of time and place. With contributions from top-shelf marketing scholars from around the world, this book promises to be a seminal addition to the literature." -- Terrence H. Witkowski
"It is now well recognized that the field of marketing lags behind in comprehensive theory development. This Handbook satisfies the many calls within the marketing academy for a greater emphasis on marketing theory that is bold and imaginative. By bringing together in one volume key debates and perspectives on the development of marketing theory, it provides an essential resource for scholars in our field." -- Alladi Venkatesh

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