The SAGE Handbook of Marketing Theory
- Pauline Maclaran - Royal Holloway, University of London, UK
- Michael Saren - University of Birmingham, UK, University of Leicester, UK
- Barbara Stern - Rutgers University, USA
- Mark Tadajewski - York University, UK, Durham University, UK
This exciting new Handbook brings together the latest in debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors. The 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.
The Handbook is divided into six Parts:
Part I: The Historical Development of Marketing Theory
Part II: The Philosophical Underpinnings of Theory
Part III: Major Theoretical Debates
Part IV: The Impact of Theory on Representations of the Consumer
Part V: The Impact of Theory on Representations of the Marketing Organization
Part VI: Contemporary Issues in Marketing Theory
"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."
"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."
"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."
"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."
first class - in a league of its own
Additional reading material for students
An excellent handbook covering a wealth of topics by a very good range of contributers.