Overview
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.The Handbook is divided into six Parts: Part I: The Historical Development of Marketing TheoryPart II: The Philosophical Underpinnings of TheoryPart III: Major Theoretical DebatesPart IV: The Impact of Theory on Representations of the ConsumerPart V: The Impact of Theory on Representations of the Marketing OrganizationPart VI: Contemporary Issues in Marketing Theory
