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Marketing Theory: A Student Text
Michael J Baker
€ 71.91
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Description for Marketing Theory: A Student Text
Paperback. .
Lecturers/Instructors - Request a free digital inspection copy here Uniquely providing a comprehensive overview in one place, 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 this new Third Edition there are up-to-date examples from global companies such as Pepsi, Amazon and H&M; ... Read more
Lecturers/Instructors - Request a free digital inspection copy here Uniquely providing a comprehensive overview in one place, 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 this new Third Edition there are up-to-date examples from global companies such as Pepsi, Amazon and H&M; ... Read more
Product Details
Publisher
SAGE Publications Ltd
Format
Paperback
Publication date
2016
Condition
New
Weight
953g
Number of Pages
544
Place of Publication
London, United Kingdom
ISBN
9781473904019
SKU
V9781473904019
Shipping Time
Usually ships in 4 to 8 working days
Ref
99-2
About Michael J Baker
Michael J Baker is Emeritus Professor of Marketing at the University of Strathclyde where he founded the Department of Marketing in 1971. He is the Author/Editor of more than fifty books, most recently the Fifth edition of Marketing Strategy and Management (2014), and over 150 academic Chapters and Articles. He is the Founding Editor of the Journal of Marketing Management ... Read more
Reviews for Marketing Theory: A Student Text
This is a key text for students wishing to understand more about marketing theory. With contributions from leading international authors, the collection of chapters documents the main disciplinary influences on marketing theory and the theoretical evolution of key sub-areas.
Pauline Maclaran Michael Baker and Michael Saren have developed their student text on marketing further to include emerging topics, such ... Read more
Pauline Maclaran Michael Baker and Michael Saren have developed their student text on marketing further to include emerging topics, such ... Read more