• Summary
  • Contents
  • Subject index

As a relatively young, applied discipline, one major challenge for marketing has been to build its own distinct body of theory. One problem for teachers of the subject is that many students find books on marketing theory dense and difficult to follow. Most are written for academics and researchers, not for undergraduates and taught postgraduates. The first edition of Marketing Theory: A Student Text aimed to fill this gap.

Building on the popularity of the first edition, published in 2000, Michael J. Baker has teamed up with co-editor Michael Saren to lead a fully updated, second edition. Tackling the roots of marketing theory, and unraveling the many influences and debates that have come to define the discipline, this book is a must-have student text.

Bringing together new ...

Marketing – Philosophy or Function?
Marketing – philosophy or function?
Michael J.Baker

This opening chapter seeks to define what might be considered the true essence of marketing: that it is the establishment of mutually satisfying exchange relationships. The modern marketing concept would appear to have undergone at least three major phases of evolution – the emergence of the mass market, the articulation of the modern marketing concept, and the transition from an emphasis upon the transaction to the relationship.

The chapter concludes with a review of specific definitions of marketing to document how these have changed over ...

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