The SAGE Handbook of Marketing Theory

Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory. Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory.

Table of Contents:
Introduction - Pauline Maclaran et al PART ONE: HISTORICAL DEVELOPMENT OF MARKETING THEORY The Early Schools of Marketing Thought - Eric H Shaw, D G Brian Jones and Paula A McClean The Modern Schools of Marketing Thought - D G Brian Jones, Eric H Shaw and Paula A McClean The Emergence of Consumer Research - Harold Kassarjian and Ronald C Goodstein The Evolution of Market Research - David W Stewart Theorizing Advertising - Chris Hackley Managerial, Scientific and Cultural Approaches PART TWO: PHILOSOPHICAL UNDERPINNINGS OF THEORY The Philosophical Foundations of Marketing Research - Shelby D Hunt and Jared M Hansen For Scientific Realism and Truth Critical Marketing - A Fuat Firat and Mark Tadajewski Marketing in Critical Condition The Marketing Theory or Theories into Marketing - Kristian Mo[um]ller, Jacqueline Pels and Michael Saren Plurality of Research Traditions and Paradigms Debates Concerning the Scientific Method - John O′Shaughnessy Social Science Theory and the Philosophy of Science PART THREE: MAJOR THEORETICAL DEBATES Shaping Exchanges, Performing Markets - Luis Araujo and Hans Kjellberg The Study of Marketing Practices A Service-Dominant Logic for Marketing - Stephen L Vargo and Robert F Lusch Market Ideology, Globalization and Neoliberalism - Robin Wensley The Evolution of Marketing Thought - Richard P Bagozzi From Economic to Social Exchange and Beyond Metaphorical Myopia: Some Thoughts on Analogical Thinking - Stephen Brown PART FOUR: THE IMPACT OF THEORY ON REPRESENTATION OF THE CONSUMER Representing Global Consumers: Desire, Possession, and Identity - Russell W Belk Consumer Behavior Analysis - Gordon R Foxall Consumer Agency and Action - Richard P Bagozzi Cultural Influences on Representations of the Consumer in Marketing Theory - Pauline Maclaran, Margaret Hogg and Alan Bradshaw PART FIVE: IMPACT OF THEORY ON REPRESENTATIONS OF THE MARKETING ORGANIZATION Interaction in Networks - Lars-Erik Gadde and Håkan Håkansson A Configuration Perspective of the Marketing Organization - Roderick J Brodie, Vicki Little and Richard W Brookes Orientation and Marketing Metrics - Jonathan Knowles and Tim Ambler Relationship Marketing as Promise Management - Christian Gro[um]nroos PART SIX: CONTEMPORARY AND FUTURE ISSUES IN MARKETING THEORY Marketing Systems, Macromarketing and the Quality of Life - Roger A Layton The Role of Marketing in Ancient and Contemporary Cultural Evolution - Elizabeth C Hirschman The Darwinian Underpinnings of Consumption - Gad Saad The Linking Value in Experiential Marketing - Bernard Cova and Daniele Dalli Acknowledging the Role of Working Consumers Technology, Consumers and Marketing Theory - Nikhilesh Dholakia, Detlev Zwick and Janice Denegri-Knott