Marketing Theory: A Student Text

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Material type: Text

TextPublication details: Sage Publications Ltd. 2016 LondonEdition: 3rd edDescription: 520pISBN:

9781473904019

Subject(s):

DDC classification:

658.8 MAR

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Holdings
Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
Book	NIMA Knowledge Centre	6th Floor Reading Zone	General	658.8 MAR (Browse shelf(Opens below))	Available		M0032666

Total holds: 0

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

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