Marketing Theory: A Student Text

by Michael Saren and Michael J. Baker

Book Overview

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; entirely...

• Format: Paperback
• Language: English
• ISBN: 1473904013
• ISBN13: 9781473904019
• Release Date: June 2016
• Publisher: Sage Publications Ltd
• Length: 544 Pages
• Weight: 2.10 lbs.
• Dimensions: 1.1" x 7.3" x 9.0"