Marketing Theory- A Student Text

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Book Description Publication Date: March 31, 2010 | ISBN-10: 1849204667 | ISBN-13: 978-1849204668 | Edition: Second Edition As a relatively young, applied discipline, one major challenge for marketing has been to build it...
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Book Description

Publication Date: March 31, 2010 | ISBN-10: 1849204667 | ISBN-13: 978-1849204668 | Edition: Second Edition

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.

 

Editorial Reviews

About the Author

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).
 
 

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