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Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory.

Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory.

Introduction Pauline Maclaran et al
PART ONE: HISTORICAL DEVELOPMENT OF MARKETING THEORY
The Early Schools of Marketing Thought Eric H Shaw, D G Brian Jones and Paula A McClean
The Modern Schools of Marketing Thought D G Brian Jones, Eric H Shaw and Paula A McClean
The Emergence of Consumer Research Harold Kassarjian and Ronald C Goodstein
The Evolution of Market Research David W Stewart
Theorizing Advertising Chris Hackley
Managerial, Scientific and Cultural Approaches
PART TWO: PHILOSOPHICAL UNDERPINNINGS OF THEORY
The Philosophical Foundations of Marketing Research Shelby D Hunt and Jared M Hansen
For Scientific Realism and Truth
Critical Marketing A Fuat Firat and Mark Tadajewski
Marketing in Critical Condition
The Marketing Theory or Theories into Marketing Kristian Mo[um]ller, Jacqueline Pels and Michael Saren
Plurality of Research Traditions and Paradigms
Debates Concerning the Scientific Method John O'Shaughnessy
Social Science Theory and the Philosophy of Science
PART THREE: MAJOR THEORETICAL DEBATES
Shaping Exchanges, Performing Markets Luis Araujo and Hans Kjellberg
The Study of Marketing Practices
A Service-Dominant Logic for Marketing Stephen L Vargo and Robert F Lusch
Market Ideology, Globalization and Neoliberalism Robin Wensley
The Evolution of Marketing Thought Richard P Bagozzi
From Economic to Social Exchange and Beyond
Metaphorical Myopia: Some Thoughts on Analogical Thinking Stephen Brown
PART FOUR: THE IMPACT OF THEORY ON REPRESENTATION OF THE CONSUMER
Representing Global Consumers: Desire, Possession, and Identity Russell W Belk
Consumer Behavior Analysis Gordon R Foxall
Consumer Agency and Action Richard P Bagozzi
Cultural Influences on Representations of the Consumer in Marketing Theory Pauline Maclaran, Margaret Hogg and Alan Bradshaw
PART FIVE: IMPACT OF THEORY ON REPRESENTATIONS OF THE MARKETING ORGANIZATION
Interaction in Networks Lars-Erik Gadde and Håkan Håkansson
A Configuration Perspective of the Marketing Organization Roderick J Brodie, Vicki Little and Richard W Brookes
Orientation and Marketing Metrics Jonathan Knowles and Tim Ambler
Relationship Marketing as Promise Management Christian Gro[um]nroos
PART SIX: CONTEMPORARY AND FUTURE ISSUES IN MARKETING THEORY
Marketing Systems, Macromarketing and the Quality of Life Roger A Layton
The Role of Marketing in Ancient and Contemporary Cultural Evolution Elizabeth C Hirschman
The Darwinian Underpinnings of Consumption Gad Saad
The Linking Value in Experiential Marketing Bernard Cova and Daniele Dalli
Acknowledging the Role of Working Consumers
Technology, Consumers and Marketing Theory Nikhilesh Dholakia, Detlev Zwick and Janice Denegri-Knott
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