Marketing Theory

<p><span style=color: rgba(0 0 0 1)>Marketing Theory introduces and explains the role of theory in marketing by uncovering its histories disciplinary underpinnings subfields discourses and debates. From strategy and ethics to digital marketing and consumer behaviour leading marketing experts shine a light on what can be a challenging perspective of marketing.</span></p><p></p><p><span style=color: rgba(0 0 0 1)>In this new Third Edition there are up-to-date examples from global companies such as Pepsi Amazon and H&M; entirely new chapters on Digital and Social Media Marketing and Service-Dominant Logic (SD-L) and contributions from Global Specialists including Bob Lusch Patrick Murphy and Susan Hart.</span></p><p></p><p><span style=color: rgba(0 0 0 1)>Ideal for Upper level undergraduate and postgraduate marketing students studying marketing theory critical marketing and the history of marketing modules.</span></p>