Marketing Theory: A Student Text

Book Description:

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, this Second Edition is an authoritative introduction to the central themes of the discipline.