Baker, M: Marketing Theory

PART ONE: OVERVIEW OF MARKETING THEORYMarketing: Philosophy or Function? - Michael J BakerMarketing Theory - Michael SarenA History of Historical Research in Marketing - D G Brian JonesMarketing Ethics - Patrick E MurphyPART TWO: DISCIPLINARY UNDERPINNINGS OF MARKETING THEORYThe Economics Basis of Marketing - Richard J VareyThe Psychological Basis of Marketing - Allan J KimmelThe Sociological Basis of Marketing - Kjell Grønhaug and Ingeborg Astrid KleppeCultural Aspects of Marketing - Kam-hon Lee and Cass Shum PART THREE: THEORIES OF MARKETING MANAGEMENT AND ORGANIZATIONThe Marketing Mix: A Helicopter View - Walter van Waterschoot and Thomas FoschtMarketing Strategy - Robin WensleyTarget Segment Strategy - Sally Dibb and Lyndon SimkinPART FOUR: THEORETICAL SUBAREAS OF MARKETINGConsumer Behaviour - Rob LawsonInnovation and New Product Development - Susan HartRelationships and Networks - Kristian MøllerTheory in Social Marketing - Gerard Hastings, Abraham Brown and Thomas Boysen AnkerTheories of Retailing - Christopher MooreAn Institutional Approach to Sustainable Marketing - William E Kilbourne Brand Equity and the Value of Marketing Assets - Roderick J Brodie and Mark S GlynnPOSTSCRIPTThe New Service Marketing - Evert Gummesson

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).