Marketing Theory PDF ePub eBook

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Marketing Theory free pdf 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.

About Pa5A8uline Maclaran

Pauline Maclaran is Professor of Marketing

Details Book

Author : Pa5A8uline Maclaran
Publisher : SAGE Publications Ltd
Data Published : 18 December 2007
ISBN : 1847870007
EAN : 9781847870001
Format Book : PDF, Epub, DOCx, TXT
Number of Pages : 1232 pages
Age + : 15 years
Language : English
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