The Sage handbook of marketing theory

Contributor(s): Maclaran, Pauline | Stern, Barbara | Saren, Michael Material type: Text

TextPublication details: London Sage Publications Ltd. 2013 Description: xviii, 523 pISBN: 9781446270516Subject(s): Marketing--Philosophy | MarketingDDC classification: 658.8001 Summary: 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

List(s) this item appears in: Marketing | Hindi Books

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8001 MAC (Browse shelf(Opens below))	1	Available		001562

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

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