eBook, PDF

Marketing Theory (eBook, PDF)

A Student Text

Redaktion: Baker, Michael J; Saren, Michael

Beschreibung

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.

Technische Details

• Geräte: PC
• ohne Kopierschutz

Barrierefreiheit

• Text-to-Speech

Autor

Michael J Baker is Emeritus Professor of Marketing at the University of Strathclyde. Michael Saren is Professor of Marketing at the University of Leicester.

Produktdetails

• Verlag: SAGE Publications
• Seitenzahl: 544
• Erscheinungstermin: 28. Mai 2016
• Englisch
• ISBN-13: 9781473942660
• Artikelnr.: 45094896

Rezensionen

Michael Baker and Michael Saren have developed their student text on marketing further to include emerging topics, such as sustainability and social media. Other new topics include service marketing. The book covers the contemporary marketing field well, and offers a good and interesting overview of marketing.

Christian Grönroos 20160212