The SAGE Handbook of Marketing Theory
Published 1 January 2011
Pauline Maclaran, Michael Saren, Barbara Stern, Mark Tadajewski
Citations199
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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
Keywords
Business, Management and Accounting