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International Perspectives of Marketing Theory
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International Perspectives of Marketing Theory

Four Volume Set
Edited by:

Other Titles in:
Marketing

December 2013 | 1 688 pages | SAGE Publications Ltd
This four-volume major work brings together the key articles on marketing theory, with a distinctive focus on international developments in the field. In the past few years, the theoretical and conceptual basis of the discipline has been scrutinised and deepened via exposure to alternative ways of understanding marketing and consumer practice. This has occurred as a result of some truly exemplary research being conducted outside of marketing's traditional empirical context; the United States. This major work seeks to engage with this rather underexplored dimension of marketing theory, taking in literature which, for example, situates contemporary business marketing practices in a global context by comparing the systems in West Africa, Argentina, and the United States, while other contributions explore Chinese, Russian and West European practices. This comprehensive, global approach to the topic makes for an invaluable resource for scholars in the field worldwide.

Volume One: Performing Marketing

Volume Two: Managing Marketplace Relations

Volume Three: The Boundaries of Marketing and Consumer Practice

Volume Four: Transforming Marketing, Consumer and Society Dynamics

 
VOLUME ONE: PERFORMING MARKETING
 
PART ONE: OVERVIEWS
Franck Cochoy
Another Discipline for the Market Economy: Marketing as a Performative Knowledge and Know-How for Capitalism
Mark Tadajewski
Toward a History of Critical Marketing Studies
 
PART TWO: PERFOMATIVITY OF MARKETS AND MARKETING
Luis Araujo & Hans Kjellberg
Shaping Exchanges, Performing Markets: The Study of Market-ing Practices
Elena Simakova
'Theatre of the Proof'
Product Launch and Technology Demonstration as Corporate Practices  
Franck Cochoy
Calculation, Qualculation, Calqulation: Shopping Cart Arithmetic, Equipped Cognition and the Clustered Consumer
 
PART THREE: SERVICE DOMINANT LOGIC, CO-CREATION AND MOBILISING CONSUMER PRACTICE
Stephen Vargo and Robert Lusch
Service-Dominant Logic
What It Is, What It Is Not, What It Might Be  
Robert Lusch and Stephen Vargo
Service-Dominant Logic as a Foundation for Building a General Theory
Christian Grönroos
Value Co-Creation in Service Logic
Hope Jensen Schau, Albert Muniz Jr. and Eric Arnould
How Brand Community Practices Create Value
Bernard Cova and Daniele Dalli
Working Consumers
The Next Step in Marketing Theory?  
Edward Comor
Contextualizing and Critiquing the Fantastic Prosumer
Power, Alienation and Hegemony  
 
PART FOUR: MARKET RESEARCH PRACTICES
Catherine Grandclément and Gerald Gaglio
Convoking the Consumer in Person
The Focus Group Effect  
Patricia Sunderland and Rita Denny
Consumer Segmentation in Practice
An Ethnographic Account of Slippage  
Julien Cayla & Eric Arnould
Ethnographic Stories for Market Learning
 
VOLUME TWO: MANAGING MARKETPLACE RELATIONS
 
PART ONE: RELATIONAL AND CONTEMPORARY MARKETING PRACTICES
Lisa O'Malley, Maurice Patterson and Helen Kelly-Holmes
Death of a Metaphor
Reviewing the 'Marketing as Relationships' Frame  
Edward Kasabov
Towards a Contingent, Empirically Validated and Power Cognisant Relationship Marketing
Edward Kasabov and Alex Warlow
Towards a New Model of 'Customer Compliance' Service Provision
Nick Ellis and Sierk Ybema
Marketing Identities
Shifting Circles of Identification in Inter-Organizational Relationships  
 
PART TWO: CONTEMPORARY BUSINESS MARKETING PRACTICES IN A GLOBAL CONTEXT
Nick Ellis et al
Constructing Identities in Indian Networks
Discourses of Marketing Management in Inter-Organizational Relationships  
Kofi Dadzie, Wesley Johnston and Jaqueline Pels
Business-to-Business Marketing Practices in West Africa, Argentina and the United States
Hans Jansson, Martin Johanson and Joachim Ramstrom
Institutions and Business Networks
A Comparative Analysis of the Chinese, Russian and Western European Markets  
Ritu Lohtia, Daniel Bello and Constance Elise Porter
Building Trust in U.S.-Japanese Business Relationships
Mediating Role of Cultural Sensitivity  
 
PART THREE: SERVICE PROVISION, EMOTIONAL LABOUR AND MISBEHAVIOUR
Amy Hanser
Sales Force Trajectories
Distinction and Service in Post-Socialist China  
Amy Hanser
The Gendered Rice Bowl
The Sexual Politics of Service Work in Urban China  
Stephanie Donohoe and Darach Turley
Compassion at the Counter
Service Providers and Bereaved Consumers  
Kate Reynolds and Lloyd Harris
Dysfunctional Customer Behavior Severity
An Empirical Examination  
Lloyd Harris and Kate Daunt
Deviant Customer Behaviour
A Study of Techniques of Neutralization  
M. Korczynski and C. Evans
Customer Abuse to Service Workers: An Analysis of Social Creation within the Service Economy’
Robert Cluley
Downloading Deviance: Symbolic Interactionism and Unauthorised File-Sharing
 
VOLUME THREE: THE BOUNDARIES OF MARKETING AND CONSUMER PRACTICE
 
PART ONE: CONTEXTUAL AND STRUCTURAL TURNS IN UNDERSTANDING PRACTICES
Søren Askegaard and Jeppe Trolle Linnet
Towards an Epistemology of Consumer Culture Theory
Phenomenology and the Context of Context  
A. Gopaldas
Intersectionality 101
Amy Hanser
Uncertainty and the Problem of Value
Consumers, Culture and Inequality in Urban China  
Noah McClain and Ashley Mears
Free to Those Who Can Afford It
The Everyday Affordance of Privilege  
Daiane Scaraboto and Eileen Fischer
Frustrated Fatshionistas
An Institutional Theory Perspective on Consumer Quests for Greater Choice in Mainstream Markets  
Aliakbar Jafari and Ahmet Suerdem
An Analysis of Material Consumption Culture in the Muslim World
Lily Dong and Kelly Tian
The Use of Western Brands in Asserting Chinese National Identity
 
PART TWO: FURTHER CONTRIBUTIONS TO THE DE-AMERICANIZATION OF MARKETING THEORY, THOUGHT AND PRACTICE
Giana Eckhardt and Humaira Mahi
Globalization, Consumer Tensions and the Shaping of Consumer Culture in India
Julien Cayla and Mark Elson
Indian Consumer Kaun Hai? The Class-Based Grammar of Indian Advertising
Rohit Varman and Russell Belk
Consuming Post-Colonial Shopping Malls
Benét DeBerry-Spence
Making Theory and Practice in Subsistence Markets
An Analytic Auto-Ethnography of MASAZI in Accra, Ghana  
Masayoshi Maruyama and Le Viet Trung
Modern Retailers in Transition Economies
The Case of Vietnam  
 
PART THREE: GLOBAL BRANDING, GLOCAL IDENTITIES AND IMAGINED COMMUNITIES
Julien Cayla and Eric Arnould
A Cultural Approach to Branding in the Global Marketplace
D. Kjeldgaard and S. Askegaard
The Glocalization of Youth Culture: The Global Youth Segment as Structures of Common Difference
Rohit Varman and Janeen Arnold Costa
Underdeveloped Other in Country-of-Origin Theory and Practices
 
VOLUME FOUR: TRANSFORMING MARKETING, CONSUMER AND SOCIETY DYNAMICS
 
PART ONE: EMBODIMENT
Maurice Patterson and Jonathan Schroeder
Borderlines
Skin, Tattoos and Consumer Culture Theory  
Delphine Dion, Lionel Sitz and Eric Rémy
Embodied Ethnicity
The Ethnic Affiliation Grounded in the Body  
George Sanders
The Dismal Trade as Culture Industry
Samuel Bonsu and Russell Belk
Do Not Go Cheaply into That Good Night
Death Ritual Consumption in Asante, Ghana  
 
PART TWO: MARKETING, DEMATERIALISATION AND CONSUMER CROWDS
R.W Belk
Extended Self in a Digital World
A. Arvidsson
The Ethical Economy of Customer Coproduction
 
PART THREE: RETHINKING MARKETING, CONSUMPTION AND SOCIETY: LIGHT AND DARK MARKETING
S. Brown, P. McDonagh and C.J. Shultz II
Dark Marketing: Ghost in the Machine or Skeleton in the Cupboard?
R. Coomber and L. Maher
Street-Level Drug Market Activity in Sydney’s Primary Heroin Markets: Organization, Adulteration Practices, Pricing, Marketing and Violence
J.S. Marcoux
Escaping the Gift Economy
Richard Varey
Marketing Means and Ends for a Sustainable Society
A Welfare Agenda for Transformative Change  
R. Belk
Sharing
Linda Scott et al
Enterprise and Inequality
A Study of Avon in South Africa  
Catherine Dolan, Mary Johnstone-Louis and Linda Scott
Shampoo, Saris and SIM Cards
Seeking Entrepreneurial Futures at the Bottom of the Pyramid  

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Mark Tadajewski

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.   More About Author

Robert Cluley

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ISBN: 9781446273609
£675.00