Descripciones mejoradas de Syndetics:

Electronic Inspection Copy available for instructors here Building on the popularity of the first edition, published in 2000, the Second Edition brings together revised and new, original chapters from an outstanding team of contributors providing an authoritative overview of the theoretical foundations and current status of thinking on topics central to the discipline and practice of marketing.

Summary of key features:

- A marketing theory text written specifically for students

- Provides an introduction and overview of the role of theory in marketing

- Contributors are leading, well-established authorities in their fields

- Explains key concepts for students in a clear, readable and concise manner.

- Provides full, in-depth coverage of all topics, with recommended further readings

Tabla de contenidos provista por Syndetics

• Part 1 Overview of Marketing Theory
• Marketing - Philosophy or Function?
• Marketing Theory
• A History of Historical Research in Marketing
• Marketing Ethics
• Part 2 Disciplinary Underpinnings of Marketing Theory
• The Economics Basis of Marketing
• The Psychological Basis of Marketing
• The Sociological Basis of Marketing
• Cultural Aspects of Marketing
• Part 3 Theories of Marketing Management and Organization
• The Marketing Mix - A Helicopter View
• Marketing Strategy
• Target Segment Strategy
• Part 4 Theoretical Sub-Areas of Marketing
• Consumer Behaviour
• Innovation and New Product Development
• Relationships and Networks
• Theory in Social Marketing
• Theories of Retailing
• An Institutional Approach to Sustainable Marketing
• Brand Equity and the Value of Marketing Assets
• Postscript
• The New Service Marketing

Notas de autor provistas por Syndetics

Michael J Bakeris Emeritus Professor of Marketing at the University of Strathclyde where he founded the Department of Marketing in 1971. He is the Author/Editor of more than fifty books, most recently the Fifth edition of Marketing Strategy and Management (2014), and over 150 academic Chapters and Articles. He is the Founding Editor of the Journal of Marketing Management and currently Editor of the Journal of Customer Behaviourand the new journal Social Business.

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).