The SAGE Handbook of Marketing Theory

Pauline Maclaran · Michael Saren · Barbara B. Stern · Mark Tadajewski

200 citations0/0 files storedSAGE Publications Ltd eBooks

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Marketing and Advertising Strategies Management Theory and Practice Consumer Behavior and Market Dynamics

Abstract

This collection gives greater conceptual cohesion to marketing theory by drawing together many disparate perspectives and presenting them in one volume. It covers the historical development of marketing theory, its philosophical underpinnings, major theoretical debates and contemporary issues in marketing theory

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