Marketing theory  : a student text 
/ edited by Michael J. Baker & Michael Saren 
 - 3rd edition 
 - xix, 520 pages :  illustrations 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Part one : overview of marketing theory 1. Marketing : philosophy or function? 2. Marketing theory 3. A history of historical research in marketing 4. Marketing ethics Part two : disciplinary underpinnings of marketing theory 5. The economics basis of marketing 6. The psychological basis of marketing 7. The sociological basis of marketing 8. Cultural aspects of marketing Part three : theories of marketing management and strategy 9. The marketing mix - a helicopter view 10. Marketing strategy 11. Market segmentation and segment strategy Part four : theoretical sub-areas of marketing 12. Consumer behaviour 13. Marketing communications in a digital world 14. Theories of value and brand equity 15. Innovation and new product development 16. Relationships and networks 17. Theories of retailing Part five : theories of service in marketing 18. The new service marketing 19. Service-dominant logic Part six : marketing theory, society and the environment 20. Social marketing theory 21. Sustainable marketing 
<br/><br/><label>ISBN: </label>9781473904019 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Philosophy<br/>Marketing--History<br/>Marketing
<br/><br/><label>Dewey Class. No.: </label>658.8001