Marketing Theory, 2nd Edition: A Student Text

As a relatively young, applied discipline, one major challenge for marketing has been to build its own distinct body of theory.  One problem for teachers of the subject is that many students find books on marketing theory dense and difficult to follow.  Most are written for academics and researchers, not for undergraduates and taught postgraduates.  The first edition of Marketing Theory: A Student Text aimed to fill this gap.

Building on the popularity of the first edition, published in 2000, Michael J. Baker has teamed up with co-editor Michael Saren to lead a fully updated, second edition. Tackling the roots of marketing theory, and unraveling the many influences and debates that have come to define the discipline, this book is a must-have student text.

Bringing together new and original chapters, together with updated seminal chapters from the popular previous edition, Marketing Theory, A Student Text, Second Edition is an authoritative introduction to the central themes of the discipline.

Summary of key features:

• A marketing theory text written specifically for students;
• Provides an introduction and overview of the role of theory in marketing;
• Chapters cover the background and historical evolution of the topic, the current knowledge base, disciplinary underpinnings, theoretical sub-areas and future directions;
• Contributors are all internationally renowned leading academic experts in their marketing theory topic;
• NEW chapters on Sustainable Marketing, Marketing Ethics, Social Marketing, Brand Equity, Innovation and New Product Development, and Relationship Networks.

This text is designed for students of marketing theory on marketing courses.  All students at both undergraduate and postgraduate levels will find this book helpful.

Michael J. Baker is Emeritus Professor of Marketing at Strathclyde Business School.
Michael Saren is Professor of Marketing at Leicester University School of Management.

Michael J Baker is Emeritus Professor of Marketing at the University of Strathclyde where he founded the Department of Marketing in 1971. He is the Author/Editor of more than fifty books, most recently the Fifth edition of Marketing Strategy and Management (2014), and over 150 academic Chapters and Articles. He is the Founding Editor of the Journal of Marketing Management and currently Editor of the Journal of Customer Behaviour and the new journal Social Business.

Mike Saren previously held chairs in marketing at the universities of Stirling and Strathclyde and was awarded an Honorary Fellowship of the UK Academy of Marketing in July 2007. He was a convener of the marketing streams at the Critical Management Studies Conferences, 1999-2011; and one of the founding editors in 2001 of the journal ‘Marketing Theory’’ (Sage Publications). Also co-editor of books on Rethinking Marketing, (Brownlie et al, 1999, Sage) and Critical Marketing: Defining the Field (Saren et al, Elsevier, 2007). His introductory text is Marketing Graffiti: The View from the Street (Saren, 2006, Butterworth Heinemann).