Introducing the histories, theories and debates of the field of marketing, this is your one-stop introduction to the development of this exciting topic.

PART ONE: Overview of Marketing Theory
Chapter 1: Marketing - Philosophy or Function? - Michael J. Baker
Chapter 2: Marketing Theory - Michael Saren
Chapter 3: A History of Historical Research in Marketing - D. G. Brian Jones and Mark Tadajewski
Chapter 4: Marketing Ethics - Patrick E. Murphy and Kelly D. Martin
PART TWO: Disciplinary Underpinnings of Marketing Theory
Chapter 5: The Economics Basis of Marketing - Richard J. Varey
Chapter 6: The Psychological Basis of Marketing - Allan J. Kimmel
Chapter 7: The Sociological Basis of Marketing - Kjell Grønhaug and Ingeborg Astrid Kleppe
Chapter 8: Cultural Aspects of Marketing - Kam-hon Lee and Cass Shum
PART THREE: Theories of Marketing Management and Strategy
Chapter 9: The Marketing Mix: A Helicopter View - Walter van Waterschoot, Thomas Foscht, Marion Brandstaetter and Andreas B. Eisingerich
Chater 10: Marketing Strategy - Robin Wensley
Chapter 11: Market Segmentation and Segment Strategy - Sally Dibb and Lyndon Simkin
PART FOUR: Theoretical Sub-Areas of Marketing
Chapter 12: Consumer Behaviour - Margaret K. Hogg and Rob Lawson
Chapter 13: Marketing Communications in a Digital World - Julia Wolny
Chapter 14: Theories of Value and Brand Equity - Mark S. Glynn and Roderick J. Brodie
Chapter 15: Innovation and New Product Development - Susan Hart
Chapter 16: Relationships and Networks - Kristian Møller
Chapter 17: Theories of Retailing - Christopher Moore and Stephen Doyle
PART FIVE: THEORIES OF SERVICE IN MARKETING
Chapter 18: The New Service Marketing - Evert Gummesson
Chapter 19: Service-Dominant Logic - Stephen L. Vargo, Robert F. Lusch and Kaisa Koskela-Huotari
PART SIX: MARKETING THEORY, SOCIETY & THE ENVIRONMENT
Chapter 20: Social Marketing Theory - Sharyn Rundle-Thiele
Chapter 21: Sustainable Marketing - William E. Kilbourne and Anastasia Thyroff