Includes bibliographical references and index.

The early schools of marketing thought / Eric H. Shaw, D.G. Brian Jones and Paula A. McClean -- The modern schools of marketing thought / D.G. Brian Jones, Eric H. Shaw and Paula A. McClean -- The emergence of consumer research / Harold H. Kassarjian and Ronald C. Goodstein -- The evolution of market research / David W. Stewart -- Theorizing advertising : managerial, scientific and cultural approaches / Chris Hackley -- The philosophical foundations of marketing research : for scientific realism and truth / Shelby D. Hunt and Jared M. Hansen -- Critical marketing, marketing in critical condition / A. Fuat Firat and Mark Tadajewski -- The marketing theory or theories into marketing? Plurality of research traditions and paradigms / Kristian Möller, Jaqueline Pels and Michael Saren -- Debates concerning the scientific method : social science theory and the philosophy of science / John O'Shaughnessy -- Shaping exchanges, performing markets : the study of marketing practices / Luis Araujo and Hans Kjellberg -- A service-dominant logic for marketing / Stephen L. Vargo and Robert F. Lusch -- Market ideology, globalization and neoliberalism / Robin Wensley -- The evolution of marketing thought : from economic to social exchange and beyond / Richard P. Bagozzi -- Metaphorical myopia : some thoughts on analogical thinking / Stephen Brown -- Representing global consumers : desire, possession, and identity / Russell W. Belk -- Consumer behavior analysis / Gordon R. Foxall -- Consumer agency and action / Richard P. Bagozzi -- Cultural influences on representations of the consumer in marketing theory / Pauline Maclaran, Margaret K. Hogg and Alan Bradshaw -- Interaction in networks / Lars-Erik Gadde and Håkan Håkansson -- Practice perspective of the marketing organisation / Roderick J. Brodie, Victoria J. Little and Richard W. Brookes -- Orientation and marketing metrics / Jonathan Knowles and Tim Ambler -- Relationship marketing as promise management / Christian Grönroos -- Marketing systems, macromarketing and the quality of life / Roger A. Layton -- The role of marketing in ancient and contemporary cultural evolution / Elizabeth C. Hirschman -- The Darwinian underpinnings of consumption / Gad Saad -- The linking value in experiential marketing : acknowledging the role of working consumers / Bernard Cova and Daniele Dalli -- Technology, consumers, and marketing theory / Nikhilesh Kholakia, Detlev Zwick and Janice Denegri-Knott.

This collection gives greater conceptual cohesion to marketing theory by drawing together many disparate perspectives and presenting them in one volume. It covers the historical development of marketing theory, its philosophical underpinnings, major theoretical debates and contemporary issues in marketing theory.