Marketing Theory

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.  

Volume One
The Development of Marketing Theory and Its Philosophical Underpinnings
Introduction
Section A
Historical Development of Marketing Theory
PART ONE: DEVELOPMENT OF MARKETING THEORY
Development of Marketing Theory - P D Converse
Fifty Years of Progress
A History of Schools of Thought in Marketing - E H Shaw and D G B Jones
PART TWO: EMERGENCE OF CONSUMER RESEARCH
Roots of Marketing and Consumer Research at the University of Chicago - S J Levy
Remembering Motivation Research - M Tadajewski
Toward an Alternative Genealogy of Interpretive Consumer Research
PART THREE: EVOLUTION OF MARKET RESEARCH
The Role of the Psychologist in Market and Advertising Research - W H Wulfeck
From Methods and Projects to Systems and Process - D W Stewart
The Evolution of Market Research Techniques
PART FOUR: BROADENING OF THE MARKETING CONCEPT
Broadening the Concept of Marketing - P Kotler and S J Levy
Broadening the Concept of Marketing - too Far - D J Luck
Section B
Philosophical Underpinnings of Theory
PART FIVE: MARKETING AS SCIENCE
Towards a Theory of Marketing - W Alderson and R Cox
Marketing, Scientific Progress and Scientific Method - P F Anderson
Art or Science? Fifty Years of Marketing Debate - S Brown
PART SIX: PARADIGM DEBATES
The Tyranny of Paradigms - J Arndt
The Case for Paradigmatic Pluralism in Marketing
Hunt versus Anderson - D Kavanagh
Round 16
Theoretical and Philosophical Implications of Postmodern Debates - A F Firat and N Dholakia
Some Challenges to Modern Marketing
PART SEVEN: CRITICAL AND FEMINIST THEORY
The Critical Imagaination - J B Murray and J L Ozanne
Emancipatory Interests in Consumer Research
Construing the Critical Imagination - W P Hetrick and H R Lozada
Comments and Necessary Diversions
Feminist Thought - J M Bristor and E Fischer
Implications for Consumer Research
Volume Two
Major Theoretical Debates and Contemporary Issues in Marketing Theory
Section C
Major Theoretical Debates
PART EIGHT: EXCHANGE THEORY
Marketing and Exchange - F S Houston and J B Gassenheimer
The Voice of the Consumer? Speculations on the Limits to the Marketing Analogy - R Wensley
PART NINE: PRODUCTS VERSUS SERVICES
Service-Dominant Logic - R F Lusch and S L Vargo
Reactions, Reflections and Refinements
Rationalizing Service Logic, or Understanding Service as Experience? - S Schembri
PART TEN: THEORY VERSUS PRACTICE
What Is Marketing Knowledge? Stage One: Forms of Marketing Knowledge - J R Rossiter
From Marketing Knowledge to Marketing Principles - M Uncles
PART ELEVEN: NETWORKS AND RELATIONSHIPS
A History of Network and Channels Thinking in Marketing in the 20th Century - I Wilkinson
From Marketing Mix to Relationship Marketing - C Gr[um]onroos
Towards a Paradigm Shift in Marketing
How Should Companies Interact in Business Networks? - H Hakansson and D Ford
Section D
Contemporary Issues (and Radical Approaches)
PART TWELVE: RETHINKING MARKETS
Markets, Market-Making and Marketing - L Araujo
Further Evolving the New Dominant Logic of Marketing - L Penaloza and A Venkatesh
From Services to the Social Construction of Markets
PART THIRTEEN: SOCIAL/SUSTAINABLE/MACROMARKETING
Social Marketing - A R Andreasen
Definition and Domain
The Critical Contribution of Social Marketing - G Hastings and M Saren
Theory and Application
Sustainable Consumption and the Quality of Life - W Kilbourne, P McDonagh and A Prothero
A Macromarketing Challenge to the Dominant Social Paradigm
PART FOURTEEN: MARKETING THEORY AND DEVELOPING ECONOMIES
Marketing and Development in Third World Contexts - A Joy and C A Ross
An Evaluation and Future Directions
Applicability of Marketing Concepts and Management Activities in the Third World - I P Akaah, K Q Dadzie and E A Riordan
An Empirical Investigation
PART FIFTEEN: ELECTRONIC AND VIRTUAL MARKETS
The Marketplace, Emerging Technology and Marketing Theory - G M Zinkhan
Marketing Strategy and the Internet - P R Varadarajan and M S Yadav
An Organizing Framework
Integrating E-Commerce into Existing Export Marketing Theories - M Karavdic and G Gregory
A Contingency View
Volume Three
The Impact of Theory on Representations of the Consumer and the Marketing Organization
Section E
The Impact of Theory on Representations of the Consumer
PART SIXTEEN: INFORMATION PROCESSING, BEHAVIOURISM AND BDT
Rational Behavior and Economic Behavior - G Katona
Behavioral Decision Research - J W Payne, J R Bettman and E J Johnson
A Constructive Processing Perspective
Radical Behaviourism and Consumer Research - G R Foxall
Theoretical Promise and Empirical Problems
PART SEVENTEEN: CONSUMER CULTURE THEORETICS
Studies in the New Consumer Behaviour - R W Belk
Consumer Culture Theory - E Arnould and C J Thompson
Twenty Years of Research
Consumer Culture and the Culture of Poverty - R P Hill
Implications for Marketing Theory and Practice
PART EIGHTEEN: PSYCHO-NEUROLOGICAL PERSPECTIVE
Consumer Researchers - G Zaltman
Take a Hike!
Losing Consciousness - J A Bargh
Automatic Influences on Consumer Judgment Behavior and Motivation
PART NINETEEN: CONSUMER AGENCY AND ACTIVISM
Marketplace Mythology and Discourses of Power - C J Thompson
An Ecofeminist Analysis of Environmentally Sensitive Women Using Qualitative Methodology - s Dobscha and J L Ozanne
The Emancipatory Potential of an Ecological Life
Section F
The Impact of Theory on Representations of the Marketing Organization
PART TWENTY: MARKETING′S FUNCTION WITHIN THE FIRM
Marketing, Strategic Planning and the Theory of the Firm - P F Anderson
The Changing Role of Marketing in the Corporation - F E Webster
The Rediscovery of the Marketing Concept - F E Webster
The Role of Marketing - Moorman and R T Rust
PART TWENTY-ONE: THE MARKET-ORIENTATED FIRM
What the Hell Is ′Market Oriented′? - B Shapiro
Narver and Slater, Kohli and Jaworski and the Market Orientation Construct - J Cadogan and A Diamontopoulos
Integration and Internalization
PART TWENTY-TWO: BUYER AND SELLER RELATIONSHIPS
Industrial Marketing - H Hakansson and C [um]Ostberg
An Organizational Problem?
Dyadic Business Relationships within a Business Network Context - J C Anderson, H Hakansson and J Johanson
Blurring the Lines - Y Wind
Is There a Need to Rethink Industrial Marketing?