The Sage Handbook of Marketing Theory

by Pauline Maclaran (Editor), Michael Saren (Editor), Barbara Stern (Editor)

This exciting new Handbook brings together the latest in debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors. The 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.

545 pages, Kindle Edition

First published January 1, 2009

Reviews

[Jonatan Södergren · Rating 2 out of 5]

Marketing theory is a right warzone. While the book provides a fairly good overview of some important historical and philosophical debates in the field, it could have skipped some abundant chapters on positivist and managerial perspectives. As suggested in Chapter 11, if the discourse is indeed performative, I think they should have included more nuanced and critical perspectives.