Marketing Theory

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 and currently Editor of the Journal of Customer Behaviour and the new journal Social Business.Mike Saren previously held chairs in marketing at the universities of Stirling and Strathclyde and was awarded an Honorary Fellowship of the UK Academy of Marketing in July 2007. He was a convener of the marketing streams at the Critical Management Studies Conferences, 1999-2011; and one of the founding editors in 2001 of the journal ‘Marketing Theory’’ (Sage Publications). Also co-editor of books on Rethinking Marketing, (Brownlie et al, 1999, Sage) and Critical Marketing: Defining the Field (Saren et al, Elsevier, 2007). His introductory text is Marketing Graffiti: The View from the Street (Saren, 2006, Butterworth Heinemann).

• PART ONE: Overview of Marketing TheoryChapter 1: Marketing – Philosophy or Function? - Michael J. BakerChapter 2: Marketing Theory - Michael SarenChapter 3: A History of Historical Research in Marketing - D. G. Brian Jones and Mark TadajewskiChapter 4: Marketing Ethics - Patrick E. Murphy and Kelly D. MartinPART TWO: Disciplinary Underpinnings of Marketing TheoryChapter 5: The Economics Basis of Marketing - Richard J. VareyChapter 6: The Psychological Basis of Marketing - Allan J. KimmelChapter 7: The Sociological Basis of Marketing - Kjell Grønhaug and Ingeborg Astrid KleppeChapter 8: Cultural Aspects of Marketing - Kam-hon Lee and Cass ShumPART THREE: Theories of Marketing Management and StrategyChapter 9: The Marketing Mix: A Helicopter View - Walter van Waterschoot, Thomas Foscht, Marion Brandstaetter and Andreas B. EisingerichChater 10: Marketing Strategy - Robin WensleyChapter 11: Market Segmentation and Segment Strategy - Sally Dibb and Lyndon SimkinPART FOUR: Theoretical Sub-Areas of MarketingChapter 12: Consumer Behaviour - Margaret K. Hogg and Rob LawsonChapter 13: Marketing Communications in a Digital World - Julia Wolny Chapter 14: Theories of Value and Brand Equity - Mark S. Glynn and Roderick J. BrodieChapter 15: Innovation and New Product Development - Susan HartChapter 16: Relationships and Networks - Kristian MøllerChapter 17: Theories of Retailing - Christopher Moore and Stephen DoylePART FIVE: THEORIES OF SERVICE IN MARKETINGChapter 18: The New Service Marketing - Evert GummessonChapter 19: Service-Dominant Logic - Stephen L. Vargo, Robert F. Lusch and Kaisa Koskela-HuotariPART SIX: MARKETING THEORY, SOCIETY & THE ENVIRONMENTChapter 20: Social Marketing Theory - Sharyn Rundle-ThieleChapter 21: Sustainable Marketing - William E. Kilbourne and Anastasia Thyroff

Michael Baker and Michael Saren have developed their student text on marketing further to include emerging topics, such as sustainability and social media. Other new topics include service marketing. The book covers the contemporary marketing field well, and offers a good and interesting overview of marketing.