Marketing theory. 14 : A student text / Michael J. Baker.

Format:

Book

Author/Creator:

Baker, Michael J., 1935- author.

Saren, Michael, author.

Series:

Core textbook

Language:

English

Subjects (All):

Industrial management--Marketing.

Industrial management.

Physical Description:

1 online resource (544 pages) : illustrations.

Edition:

3rd edition.

Other Title:

Marketing theory

Place of Publication:

London : SAGE Publications, 2016.

Summary:

Lecturers/Instructors - Request a free digital inspection copy here. Uniquely providing a comprehensive overview in one place, 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.

Notes:

Description based on XML content.

ISBN:

1-03-623518-1

1-4739-4266-7

1-4739-4267-5

9781036235185

OCLC:

1194874083

Publisher Number:

T243593