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Marketing theory - Michael J. Baker
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Title
Marketing theory - a student text
Marketing theory - a student text
Author
Michael J. Baker
Michael J. Baker
format
Paperback / softback
Paperback / softback
Publisher
SAGE
SAGE
Language
English
English
UK Publication Date
20160530
20160530
Description
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 thisnew Third Edition there are up-to-dateexamples 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.
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