Marketing Theory by Pauline Maclaran
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Marketing Theory
By Pauline Maclaran

Marketing Theory

Edited by See other recent books by Pauline Maclaran See other recent books by Michael Saren See other recent books by Mark Tadajewski
Format: Hardback

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Marketing Theory by Pauline Maclaran

Book Description

Marketing Theory presents a comprehensive scholarly overview of the development of marketing theory. Drawing on a variety of international sources, the three editors bring together key contributions to the field that reflect both historical and contemporary debates and influences. Volume One: The Development of Marketing Theory and Its Philosophical Underpinnings: documents the historical roots of marketing theory and traces the influences on its development, including differing philosophical perspectives. Volume Two: Major Theoretical Debates and Contemporary Issues in Marketing Theory: looks at some of the major controversies that have permeated theoretical debates in marketing and considers the changing social and political contexts in which they developed. Volume Three: The Impact of Theory on Representations of the Consumer and the Marketing Organization: examines how different theoretical lenses impact on conceptualizations of the consumer and the marketing organization (the role and function of marketing).This major work draws together the many disparate perspectives that have contributed to the development of marketing theory to provide scholars with a substantive reference base from which to further develop the area.

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Book Details

ISBN: 9781847870001
ISBN-10: 1847870007
Format: Hardback
(234mm x 156mm x mm)
Pages: 1232
Imprint: SAGE Publications Ltd
Publisher: SAGE Publications Ltd
Publish Date: 18-Dec-2007
Country of Publication: United Kingdom

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Author Biography - Pauline Maclaran

Pauline Maclaran is Professor of Marketing & Consumer Research in the School of Management at Royal Holloway. She joined in September 2008, having moved from Keele University where she was Professor of Marketing. She is a Member of the Chartered Institute of Marketing, the Academy ofMarketing and the Association for Consumer Research, and a Fellow of the Higher Education Academy. Prior to becoming an academic she worked in industry for many years, initially in marketing positions and then as a founder partner in her own business, a design and marketing consultancy. During this time she worked with a broad spectrum of public and private sector companies. Currently her main teaching areas are Consumer Behaviour and Contemporary Issues in Marketing & Consumer Research. Her research interests focus on cultural aspects of contemporary consumption, and she adopts a critical perspective to analyze the ideological assumptions that underpin many marketing activities, particularly in relation to gender issues. Her work also explores socio-spatial aspects of consumption, including the utopian dimensions of fantasy retail environments, and how the built environment mediates social relationships. In 2002 she co-chaired the ACR Gender, Marketing & Consumer Behavior Conference and in 2010 the European ACR Conference. She has also co-organised two ESRC sponsored seminar series on Critical Marketing and Motherhoods, Markets and Consumption. She has just finished co-editing a book entitled Consumption & Spirituality with Dr Diego Renallo, Bocconi University, Milan and Professor Linda Scott, Said Business School, University of Oxford. Currently she is working with Professor Cele Otnes, University of Illinois, on a book for California University Press entitled, Tiaras, Tea Towels and Tourism: Consuming the British Royal Family. Mike Saren previously held chairs in marketing at the universities of Stirling and Strathclyde and was awarded an Honorary Fellowship of the UK Academy of Marketing in July 2007. He was a convener of the marketing streams at the Critical Management Studies Conferences, 1999-2011; and one of the founding editors in 2001 of the journal 'Marketing Theory" (Sage Publications). Also co-editor of books on Rethinking Marketing, (Brownlie et al, 1999, Sage) and Critical Marketing: Defining the Field (Saren et al, Elsevier, 2007). His introductory text is Marketing Graffiti: The View from the Street (Saren, 2006, Butterworth Heinemann). I have previously taught at the Universities of Leicester, Essex and Strathclyde and my research interests are fairly eclectic. I continue to engage in research related to the history of marketing, with a specific focus on the influence of the Cold War on marketing and advertising theory. An on-going stream of research deals with racism and eugenics in marketing theory, thought and practice. Suffice to say, these are just a sample of what is presently occupying my attention.

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