Marketing Theory: (SAGE Library in Marketing)

Marketing Theory presents a comprehensive scholarly overview of the development of marketing theory. Drawing on a variety of international sources, the three editors bring together key contributions to the field that reflect both historical and contemporary debates and influences. Volume One: The Development of Marketing Theory and Its Philosophical Underpinnings: documents the historical roots of marketing theory and traces the influences on its development, including differing philosophical perspectives. Volume Two: Major Theoretical Debates and Contemporary Issues in Marketing Theory: looks at some of the major controversies that have permeated theoretical debates in marketing and considers the changing social and political contexts in which they developed. Volume Three: The Impact of Theory on Representations of the Consumer and the Marketing Organization: examines how different theoretical lenses impact on conceptualizations of the consumer and the marketing organization (the role and function of marketing). This major work draws together the many disparate perspectives that have contributed to the development of marketing theory to provide scholars with a substantive reference base from which to further develop the area.

Table of Contents:
Volume One The Development of Marketing Theory and Its Philosophical Underpinnings Introduction Section A Historical Development of Marketing Theory PART ONE: DEVELOPMENT OF MARKETING THEORY Development of Marketing Theory - P D Converse Fifty Years of Progress A History of Schools of Thought in Marketing - E H Shaw and D G B Jones PART TWO: EMERGENCE OF CONSUMER RESEARCH Roots of Marketing and Consumer Research at the University of Chicago - S J Levy Remembering Motivation Research - M Tadajewski Toward an Alternative Genealogy of Interpretive Consumer Research PART THREE: EVOLUTION OF MARKET RESEARCH The Role of the Psychologist in Market and Advertising Research - W H Wulfeck From Methods and Projects to Systems and Process - D W Stewart The Evolution of Market Research Techniques PART FOUR: BROADENING OF THE MARKETING CONCEPT Broadening the Concept of Marketing - P Kotler and S J Levy Broadening the Concept of Marketing - too Far - D J Luck Section B Philosophical Underpinnings of Theory PART FIVE: MARKETING AS SCIENCE Towards a Theory of Marketing - W Alderson and R Cox Marketing, Scientific Progress and Scientific Method - P F Anderson Art or Science? Fifty Years of Marketing Debate - S Brown PART SIX: PARADIGM DEBATES The Tyranny of Paradigms - J Arndt The Case for Paradigmatic Pluralism in Marketing Hunt versus Anderson - D Kavanagh Round 16 Theoretical and Philosophical Implications of Postmodern Debates - A F Firat and N Dholakia Some Challenges to Modern Marketing PART SEVEN: CRITICAL AND FEMINIST THEORY The Critical Imagaination - J B Murray and J L Ozanne Emancipatory Interests in Consumer Research Construing the Critical Imagination - W P Hetrick and H R Lozada Comments and Necessary Diversions Feminist Thought - J M Bristor and E Fischer Implications for Consumer Research Volume Two Major Theoretical Debates and Contemporary Issues in Marketing Theory Section C Major Theoretical Debates PART EIGHT: EXCHANGE THEORY Marketing and Exchange - F S Houston and J B Gassenheimer The Voice of the Consumer? Speculations on the Limits to the Marketing Analogy - R Wensley PART NINE: PRODUCTS VERSUS SERVICES Service-Dominant Logic - R F Lusch and S L Vargo Reactions, Reflections and Refinements Rationalizing Service Logic, or Understanding Service as Experience? - S Schembri PART TEN: THEORY VERSUS PRACTICE What Is Marketing Knowledge? Stage One: Forms of Marketing Knowledge - J R Rossiter From Marketing Knowledge to Marketing Principles - M Uncles PART ELEVEN: NETWORKS AND RELATIONSHIPS A History of Network and Channels Thinking in Marketing in the 20th Century - I Wilkinson From Marketing Mix to Relationship Marketing - C Gr[um]onroos Towards a Paradigm Shift in Marketing How Should Companies Interact in Business Networks? - H Hakansson and D Ford Section D Contemporary Issues (and Radical Approaches) PART TWELVE: RETHINKING MARKETS Markets, Market-Making and Marketing - L Araujo Further Evolving the New Dominant Logic of Marketing - L Penaloza and A Venkatesh From Services to the Social Construction of Markets PART THIRTEEN: SOCIAL/SUSTAINABLE/MACROMARKETING Social Marketing - A R Andreasen Definition and Domain The Critical Contribution of Social Marketing - G Hastings and M Saren Theory and Application Sustainable Consumption and the Quality of Life - W Kilbourne, P McDonagh and A Prothero A Macromarketing Challenge to the Dominant Social Paradigm PART FOURTEEN: MARKETING THEORY AND DEVELOPING ECONOMIES Marketing and Development in Third World Contexts - A Joy and C A Ross An Evaluation and Future Directions Applicability of Marketing Concepts and Management Activities in the Third World - I P Akaah, K Q Dadzie and E A Riordan An Empirical Investigation PART FIFTEEN: ELECTRONIC AND VIRTUAL MARKETS The Marketplace, Emerging Technology and Marketing Theory - G M Zinkhan Marketing Strategy and the Internet - P R Varadarajan and M S Yadav An Organizing Framework Integrating E-Commerce into Existing Export Marketing Theories - M Karavdic and G Gregory A Contingency View Volume Three The Impact of Theory on Representations of the Consumer and the Marketing Organization Section E The Impact of Theory on Representations of the Consumer PART SIXTEEN: INFORMATION PROCESSING, BEHAVIOURISM AND BDT Rational Behavior and Economic Behavior - G Katona Behavioral Decision Research - J W Payne, J R Bettman and E J Johnson A Constructive Processing Perspective Radical Behaviourism and Consumer Research - G R Foxall Theoretical Promise and Empirical Problems PART SEVENTEEN: CONSUMER CULTURE THEORETICS Studies in the New Consumer Behaviour - R W Belk Consumer Culture Theory - E Arnould and C J Thompson Twenty Years of Research Consumer Culture and the Culture of Poverty - R P Hill Implications for Marketing Theory and Practice PART EIGHTEEN: PSYCHO-NEUROLOGICAL PERSPECTIVE Consumer Researchers - G Zaltman Take a Hike! Losing Consciousness - J A Bargh Automatic Influences on Consumer Judgment Behavior and Motivation PART NINETEEN: CONSUMER AGENCY AND ACTIVISM Marketplace Mythology and Discourses of Power - C J Thompson An Ecofeminist Analysis of Environmentally Sensitive Women Using Qualitative Methodology - s Dobscha and J L Ozanne The Emancipatory Potential of an Ecological Life Section F The Impact of Theory on Representations of the Marketing Organization PART TWENTY: MARKETING′S FUNCTION WITHIN THE FIRM Marketing, Strategic Planning and the Theory of the Firm - P F Anderson The Changing Role of Marketing in the Corporation - F E Webster The Rediscovery of the Marketing Concept - F E Webster The Role of Marketing - Moorman and R T Rust PART TWENTY-ONE: THE MARKET-ORIENTATED FIRM What the Hell Is ′Market Oriented′? - B Shapiro Narver and Slater, Kohli and Jaworski and the Market Orientation Construct - J Cadogan and A Diamontopoulos Integration and Internalization PART TWENTY-TWO: BUYER AND SELLER RELATIONSHIPS Industrial Marketing - H Hakansson and C [um]Ostberg An Organizational Problem? Dyadic Business Relationships within a Business Network Context - J C Anderson, H Hakansson and J Johanson Blurring the Lines - Y Wind Is There a Need to Rethink Industrial Marketing?

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.