Michael Baker is the author of "Marketing Theory," a book that explores foundational and contemporary concepts in marketing. A well-respected scholar in marketing and business studies, Baker's work provides insights into the evolution of marketing theories, consumer behavior, and strategic applications. His book is a valuable resource for students, researchers, and professionals seeking to understand the theoretical framework behind modern marketing practices. ... Read more Read less
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. 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. Ideal for Upper level undergraduate and postgraduate marketing students studying marketing theory, critical marketing, and the history of marketing modules. ... Read more Read less
