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020 _a9781847875051 (hbk.)
020 _a184787505X (hbk.)
035 _a(OCoLC)ocn437083494
040 _aUKM
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_b.S229 2009
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084 _aQP 600
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084 _aWIR 800f
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245 0 4 _aThe SAGE handbook of marketing theory /
_cedited by Pauline Maclaran ... [et al.].
246 3 0 _aMarketing theory
260 _aLondon ;
_aThousand Oaks, Calif. :
_bSAGE,
_cc2010.
300 _axviii, 523 p. :
_bill. ;
_c26 cm.
504 _aIncludes bibliographical references and index.
505 0 _aThe 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.
520 8 _aThis 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.
650 0 _aMarketing
_xPhilosophy.
650 0 _aMarketing.
650 0 7 _aMarketingtheorie
_2swd
655 4 _aAufsatzsammlung.
700 1 _aMaclaran, Pauline.
856 _uhttp://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=018799914&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
_zInhaltsverzeichnis
906 _a7
_bcbc
_ccopycat
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942 _2ddc
_cBK
955 _apc17 2009-04-15
_bxj15 2011-04-11 z-processor
_ixj15 2011-04-11
_axj15 2011-04-11 to Dewey
999 _c141060
_d141060