Author Description

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 Theory Part II: The Philosophical Underpinnings of Theory Part III: Major Theoretical Debates Part IV: The Impact of Theory on Representations of the Consumer Part V: The Impact of Theory on Representations of the Marketing Organization Part VI: Contemporary Issues in Marketing Theory