Marketing Theory (3rd ed.)

A Student Text

by Michael J Baker, Michael Saren

Subject categories
ISBNs
  • 9781473904002
  • 9781473942660
  • 9781473942677

Lecturers/Instructors - Request a free digital inspection copy here

Uniquely providing a comprehensive overview in one place,
Marketing Theory introduces and explains the role of theory in marketing by uncovering its histories, disciplinary underpinnings, subfields, discourses and debates.  From strategy and ethics to digital marketing and consumer behaviour, leading marketing experts shine a light on what can be a challenging perspective of marketing. 
 

In this new Third Edition there are up-to-date examples from global companies such as Pepsi, Amazon and H&M; entirely new chapters on Digital and Social Media Marketing, and Service-Dominant Logic (SD-L) and contributions from Global Specialists including Bob Lusch, Patrick Murphy and Susan Hart.

Ideal for Upper level undergraduate and postgraduate marketing students studying marketing theory, critical marketing, and the history of marketing modules.


  • SAGE Publications; May 2016
  • ISBN: 9781473942660
  • Edition: 3
  • Read online, or download in secure PDF or secure ePub format
  • Title: Marketing Theory
  • Author: Michael J Baker (ed.); Michael Saren (ed.)
  • Imprint: SAGE Publications Ltd
Subject categories
ISBNs
  • 9781473904002
  • 9781473942660
  • 9781473942677

In The Press

This is a key text for students wishing to understand more about marketing theory. With contributions from leading international authors, the collection of chapters documents the main disciplinary influences on marketing theory and the theoretical evolution of key sub-areas.

Subject categories
ISBNs
  • 9781473904002
  • 9781473942660
  • 9781473942677