Marketing theory: 2 Major theoretical debates and contemporary issues in marketing theory
Gespeichert in:
| Weitere beteiligte Personen: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Los Angeles [u.a.]
Sage
2008
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | Sage library in marketing
|
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016394464&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Hier auch später erschienene, unveränderte Nachdrucke |
| Umfang: | VI, 371 S. graph. Darst. |
Internformat
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Volume
II
Major
Theoretical Debates and Contemporary Issues
in Marketing Theory
Section
3:
Major Theoretical Debates
Exchange Theory
18.
Marketing and Exchange Franklin S. Houston and
Jule
В.
Gassenheimer
3
19.
The Voice of the Consumer? : Speculations on the Limits to the
Marketing Analogy Robin Wensley
31
Products vs. Services
20.
Service-dominant Logic: Reactions, Reflections and Refinements
Robert
E
Lusch and Stephen L. Vargo
44
21.
Rationalizing Service Logic, or Understanding Services as
Experience? Sharon Schembri
51
Theory vs. Practice
22.
What is Marketing Knowledge? Stage I: Forms of Marketing
Knowledge John R. Rossiter
62
23.
From Marketing Knowledge to Marketing Principles Marie Uncles
79
Networks and Relationships
24.
A History of Network and Channels Thinking in Marketing in the
20th Century Ian Wilkinson
87
25.
From Marketing Mix to Relationship Marketing: Towards a
Paradigm Shift in Marketing Christian
Grönroos 135
26.
How Should Companies Interact in Business Networks?
Håkan Håkansson
and David Ford
162
vi
Contents
Section
4:
Contemporary
Issues
Rethinking Markets
27.
Markets, Market-Making and Marketing LuL·
Araújo
177
28.
Further Evolving the New Dominant Logic of Marketing:
From Services to the Social Construction of Markets
Lisa
Peñaloza
and Alladi Venkatesh
193
Social/Sustainable/Macromarketing
29.
Social Marketing: Its Definition and Domain Alan R. Andreasen
210
30.
The Critical Contribution of Social Marketing: Theory and
Application Gerard Hastings and Michael
Saren
223
31.
Sustainable Consumption and the Quality of Life:
A Macromarketing
Challenge to the Dominant Social Paradigm William Kilbourne,
Pierre McDonagh and Andrea Prothero
239
Marketing Theory and Developing Economies
32.
Marketing and Development in Third World Contexts:
An Evaluation and Future Directions Annamma Joy and
Christopher A. Ross
266
33.
Applicability of Marketing Concepts and Management Activities
in the Third World: An Empirical Investigation
Ishmael P. Akaah, Kofi Q. Dadzie and Edward A Riordan
290
Electronic and Virtual Markets
34.
The Marketplace, Emerging Technology and Marketing Theory
George M. Zinkhan
306
35.
Marketing Strategy and the Internet: An Organizing Framework
Ρ
Rajan
Varadarajan and
Mânjit
S. Yadav
316
36.
Integrating E-commerce into Existing Export Marketing Theories:
A Contingency Model Munib Karavdic and Gary Gregory
344
|
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| discipline | Wirtschaftswissenschaften |
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| format | Book |
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| indexdate | 2024-12-20T13:10:40Z |
| institution | BVB |
| language | English |
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| spellingShingle | Marketing theory |
| title | Marketing theory |
| title_auth | Marketing theory |
| title_exact_search | Marketing theory |
| title_full | Marketing theory 2 Major theoretical debates and contemporary issues in marketing theory ed. by Pauline Maclaran ... |
| title_fullStr | Marketing theory 2 Major theoretical debates and contemporary issues in marketing theory ed. by Pauline Maclaran ... |
| title_full_unstemmed | Marketing theory 2 Major theoretical debates and contemporary issues in marketing theory ed. by Pauline Maclaran ... |
| title_short | Marketing theory |
| title_sort | marketing theory major theoretical debates and contemporary issues in marketing theory |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016394464&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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