Marketing theory: a student text / edited by Michael J. Baker and Michael Saren.

By: Contributor(s): Material type: TextTextPublication details: London : Sage Publications, 2016.Edition: 3rdDescription: xix, 520 pages; 23 pagesContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781473904019
Subject(s): LOC classification:
  • 658.8001 B17m c2016
Contents:
Includes references
Summary: Marketing as a field of theoretical inquiry has grown exponentially over the past few decades to the point that there is now a very large and dense body of knowledge for scholars and students to navigate.Helping you navigate this field for the first time, this third edition introduces and illuminates marketing theory by uncovering its histories, disciplinary underpinnings, subfields, discourses and debates. To keep you up-to-date with the latest advances in marketing theory and practice, this edition includes:New examples and up-to-date literature,Entirely new chapters on Digital and Social Media Marketing, and Service-Dominant Logic (SD-L),Global contributors introducing different schools of marketing from around the world.With chapters from many of the leading experts in marketing theory, this text provides the go-to overview of the field for undergraduate and postgraduate students alike.
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Item type Current library Call number Status Barcode
Books Books FEU - Cavite Basic Education BED Library CIR 658.8001 B17m c2016 (Browse shelf(Opens below)) Available SH0085
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in English

Includes references

Marketing as a field of theoretical inquiry has grown exponentially over the past few decades to the point that there is now a very large and dense body of knowledge for scholars and students to navigate.Helping you navigate this field for the first time, this third edition introduces and illuminates marketing theory by uncovering its histories, disciplinary underpinnings, subfields, discourses and debates. To keep you up-to-date with the latest advances in marketing theory and practice, this edition includes:New examples and up-to-date literature,Entirely new chapters on Digital and Social Media Marketing, and Service-Dominant Logic (SD-L),Global contributors introducing different schools of marketing from around the world.With chapters from many of the leading experts in marketing theory, this text provides the go-to overview of the field for undergraduate and postgraduate students alike.

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