TY  - BOOK
AU  - Baker, Michael J.
AU  - Saren, Michael
TI  - Marketing Theory: A Student Text
SN  - 9781473904019
U1  - 658.8 
PY  - 2016///
CY  - London
PB  - Sage Publications Ltd.
KW  - Marketing
KW  - Consumer Behaviour
N1  - Part I: Overview of Marketing Theory
1. Marketing: Philosophy or Function? / Michael J. Baker
2. Marketing Theory / Michael Saren
3. A History of Historical Research in Marketing / Mark Tadajewski
4. Marketing Ethics / Kelly D. Martin

Part II: Disciplinary Underpinnings of Marketing Theory
5. The Economics Basis of Marketing / Richard J. Varey
6. The Psychological Basis of Marketing / Allan J. Kimmel
7. The Sociological Basis of Marketing / Ingeborg Astrid Kleppe 
8. Cultural Aspects of Marketing / Cass Shum

Part III: Theories of Marketing Management and Strategy
9. The Marketing Mix -A Helicopter View / Andreas B. Eisingerich
10. Marketing Strategy / Robin Wensley
11. Market Segmentation and Segment Strategy / Lyndon Simkin

Part IV: Theoretical Sub-Areas of Marketing
12. Consumer Behaviour / Rob Lawson
13. Marketing Communications in a Digital World / Julia Wolny
14. Theories of Value and Brand Equity / Roderick J. Brodie
15. Innovation and New Product Development / Susan Hart
16. Relationships and Networks / Kristian Moller
17. Theories of Retailing / Stephen Doyle

Part V: Theories of Service in Marketing
18. The New Service Marketing / Evert Gummesson
19. Service-Dominant Logic / Kaisa Koskela-Huotari

Part VI: Marketing Theory, Society and the Environment
20.Social Marketing Theory / Sharyn Rundle-Thiele
21.Sustainable Marketing / Anastasia Thyroff
ER  -