基本説明
This major work draws together the many disparate perspectives that have contributed to the development of marketing theory to provide scholars with a substantive reference base from which to further develop the area.
Full Description
Marketing Theory presents a comprehensive scholarly overview of the development of marketing theory. Drawing on a variety of international sources, the three editors bring together key contributions to the field that reflect both historical and contemporary debates and influences.Volume One: The Development of Marketing Theory and Its Philosophical Underpinnings: documents the historical roots of marketing theory and traces the influences on its development, including differing philosophical perspectives. Volume Two: Major Theoretical Debates and Contemporary Issues in Marketing Theory: looks at some of the major controversies that have permeated theoretical debates in marketing and considers the changing social and political contexts in which they developed. Volume Three: The Impact of Theory on Representations of the Consumer and the Marketing Organization: examines how different theoretical lenses impact on conceptualizations of the consumer and the marketing organization (the role and function of marketing). This major work draws together the many disparate perspectives that have contributed to the development of marketing theory to provide scholars with a substantive reference base from which to further develop the area.
Contents
Volume OneThe Development of Marketing Theory and Its Philosophical UnderpinningsIntroductionSection AHistorical Development of Marketing TheoryDevelopment of Marketing Theory - P D ConverseFifty Years of ProgressA History of Schools of Thought in Marketing - E H Shaw and D G B JonesRoots of Marketing and Consumer Research at the University of Chicago - S J LevyRemembering Motivation Research - M TadajewskiToward an Alternative Genealogy of Interpretive Consumer ResearchThe Role of the Psychologist in Market and Advertising Research - W H WulfeckFrom Methods and Projects to Systems and Process - D W StewartThe Evolution of Market Research TechniquesBroadening the Concept of Marketing - P Kotler and S J LevyBroadening the Concept of Marketing - too Far - D J LuckSection BPhilosophical Underpinnings of TheoryTowards a Theory of Marketing - W Alderson and R CoxMarketing, Scientific Progress and Scientific Method - P F AndersonArt or Science? Fifty Years of Marketing Debate - S BrownPART SIX: PARADIGM DEBATESThe Tyranny of Paradigms - J ArndtThe Case for Paradigmatic Pluralism in MarketingHunt versus Anderson - D KavanaghRound 16Theoretical and Philosophical Implications of Postmodern Debates - A F Firat and N DholakiaSome Challenges to Modern MarketingPART SEVEN: CRITICAL AND FEMINIST THEORYThe Critical Imagaination - J B Murray and J L OzanneEmancipatory Interests in Consumer ResearchConstruing the Critical Imagination - W P Hetrick and H R LozadaComments and Necessary DiversionsFeminist Thought - J M Bristor and E FischerImplications for Consumer ResearchVolume TwoMajor Theoretical Debates and Contemporary Issues in Marketing TheorySection CMajor Theoretical DebatesPART EIGHT: EXCHANGE THEORYMarketing and Exchange - F S Houston and J B GassenheimerThe Voice of the Consumer? Speculations on the Limits to the Marketing Analogy - R WensleyPART NINE: PRODUCTS VERSUS SERVICESService-Dominant Logic - R F Lusch and S L VargoReactions, Reflections and RefinementsRationalizing Service Logic, or Understanding Service as Experience? - S SchembriPART TEN: THEORY VERSUS PRACTICEWhat Is Marketing Knowledge? Stage One: Forms of Marketing Knowledge - J R RossiterFrom Marketing Knowledge to Marketing Principles - M UnclesPART ELEVEN: NETWORKS AND RELATIONSHIPSA History of Network and Channels Thinking in Marketing in the 20th Century - I WilkinsonFrom Marketing Mix to Relationship Marketing - C Gr[um]onroosTowards a Paradigm Shift in MarketingHow Should Companies Interact in Business Networks? - H Hakansson and D FordSection DContemporary Issues (and Radical Approaches)PART TWELVE: RETHINKING MARKETSMarkets, Market-Making and Marketing - L AraujoFurther Evolving the New Dominant Logic of Marketing - L Penaloza and A VenkateshFrom Services to the Social Construction of MarketsPART THIRTEEN: SOCIAL/SUSTAINABLE/MACROMARKETINGSocial Marketing - A R AndreasenDefinition and DomainThe Critical Contribution of Social Marketing - G Hastings and M SarenTheory and ApplicationSustainable Consumption and the Quality of Life - W Kilbourne, P McDonagh and A ProtheroA Macromarketing Challenge to the Dominant Social ParadigmPART FOURTEEN: MARKETING THEORY AND DEVELOPING ECONOMIESMarketing and Development in Third World Contexts - A Joy and C A RossAn Evaluation and Future DirectionsApplicability of Marketing Concepts and Management Activities in the Third World - I P Akaah, K Q Dadzie and E A RiordanAn Empirical InvestigationPART FIFTEEN: ELECTRONIC AND VIRTUAL MARKETSThe Marketplace, Emerging Technology and Marketing Theory - G M ZinkhanMarketing Strategy and the Internet - P R Varadarajan and M S YadavAn Organizing FrameworkIntegrating E-Commerce into Existing Export Marketing Theories - M Karavdic and G GregoryA Contingency ViewVolume ThreeThe Impact of Theory on Representations of the Consumer and the Marketing OrganizationSection EThe Impact of Theory on Representations of the ConsumerPART SIXTEEN: INFORMATION PROCESSING, BEHAVIOURISM AND BDTRational Behavior and Economic Behavior - G KatonaBehavioral Decision Research - J W Payne, J R Bettman and E J JohnsonA Constructive Processing PerspectiveRadical Behaviourism and Consumer Research - G R FoxallTheoretical Promise and Empirical ProblemsPART SEVENTEEN: CONSUMER CULTURE THEORETICSStudies in the New Consumer Behaviour - R W BelkConsumer Culture Theory - E Arnould and C J ThompsonTwenty Years of ResearchConsumer Culture and the Culture of Poverty - R P HillImplications for Marketing Theory and PracticePART EIGHTEEN: PSYCHO-NEUROLOGICAL PERSPECTIVEConsumer Researchers - G ZaltmanTake a Hike!Losing Consciousness - J A BarghAutomatic Influences on Consumer Judgment Behavior and MotivationPART NINETEEN: CONSUMER AGENCY AND ACTIVISMMarketplace Mythology and Discourses of Power - C J ThompsonAn Ecofeminist Analysis of Environmentally Sensitive Women Using Qualitative Methodology - s Dobscha and J L OzanneThe Emancipatory Potential of an Ecological LifeSection FThe Impact of Theory on Representations of the Marketing OrganizationPART TWENTY: MARKETING'S FUNCTION WITHIN THE FIRMMarketing, Strategic Planning and the Theory of the Firm - P F AndersonThe Changing Role of Marketing in the Corporation - F E WebsterThe Rediscovery of the Marketing Concept - F E WebsterThe Role of Marketing - Moorman and R T RustPART TWENTY-ONE: THE MARKET-ORIENTATED FIRMWhat the Hell Is 'Market Oriented'? - B ShapiroNarver and Slater, Kohli and Jaworski and the Market Orientation Construct - J Cadogan and A DiamontopoulosIntegration and InternalizationPART TWENTY-TWO: BUYER AND SELLER RELATIONSHIPSIndustrial Marketing - H Hakansson and C [um]OstbergAn Organizational Problem?Dyadic Business Relationships within a Business Network Context - J C Anderson, H Hakansson and J JohansonBlurring the Lines - Y WindIs There a Need to Rethink Industrial Marketing?
