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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.Building on the popularity of the first edition, published in 2000, Michael J. Baker has teamed up with co-editor Michael Saren to lead a fully updated, second edition. Tackling the roots of marketing theory, and unraveling the many influences and debates that have come to define the discipline, this book is a must-have student text.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.
Overview of Marketing Theory.
Marketing - philosophy or function?.
Marketing theory.
A history of historical research in marketing.
Marketing ethics.
Disciplinary Underpinnings of Marketing Theory.
The economics basis of marketing.
The psychological basis of marketing.
The sociological basis of marketing.
Cultural aspects of marketing.
Theories of Marketing Management and Organization.
The marketing mix. a helicopter view.
Marketing strategy.
Target segment strategy.
Theoretical Sub-Areas of Marketing.
Consumer behaviour.
Innovation and new product development.
Relationships and networks.
Theory in social marketing.
Theories of retailing.
An institutional approach to sustainable marketing.
Brand equity andthe value of marketing assets.
Postscript. a transition phase in marketing thought.
The new service marketing