Introduction - Pauline Maclaran et al
PART ONE: HISTORICAL DEVELOPMENT OF MARKETING THEORY
The Early Schools of Marketing Thought - Eric H Shaw, D G Brian Jones and Paula A McClean
The Modern Schools of Marketing Thought - D G Brian Jones, Eric H Shaw and Paula A McClean
The Emergence of Consumer Research - Harold Kassarjian and Ronald C Goodstein
The Evolution of Market Research - David W Stewart
Theorizing Advertising - Chris Hackley
Managerial, Scientific and Cultural Approaches
PART TWO: PHILOSOPHICAL UNDERPINNINGS OF THEORY
The Philosophical Foundations of Marketing Research - Shelby D Hunt and Jared M Hansen
For Scientific Realism and Truth
Critical Marketing - A Fuat Firat and Mark Tadajewski
Marketing in Critical Condition
The Marketing Theory or Theories into Marketing - Kristian Mo[um]ller, Jacqueline Pels and Michael Saren
Plurality of Research Traditions and Paradigms
Debates Concerning the Scientific Method - John O¿Shaughnessy
Social Science Theory and the Philosophy of Science
PART THREE: MAJOR THEORETICAL DEBATES
Shaping Exchanges, Performing Markets - Luis Araujo and Hans Kjellberg
The Study of Marketing Practices
A Service-Dominant Logic for Marketing - Stephen L Vargo and Robert F Lusch
Market Ideology, Globalization and Neoliberalism - Robin Wensley
The Evolution of Marketing Thought - Richard P Bagozzi
From Economic to Social Exchange and Beyond
Metaphorical Myopia: Some Thoughts on Analogical Thinking - Stephen Brown
PART FOUR: THE IMPACT OF THEORY ON REPRESENTATION OF THE CONSUMER
Representing Global Consumers: Desire, Possession, and Identity - Russell W Belk
Consumer Behavior Analysis - Gordon R Foxall
Consumer Agency and Action - Richard P Bagozzi
Cultural Influences on Representations of the Consumer in Marketing Theory - Pauline Maclaran, Margaret Hogg and Alan Bradshaw
PART FIVE: IMPACT OF THEORY ON REPRESENTATIONS OF THE MARKETING ORGANIZATION
Interaction in Networks - Lars-Erik Gadde and Håkan Håkansson
A Configuration Perspective of the Marketing Organization - Roderick J Brodie, Vicki Little and Richard W Brookes
Orientation and Marketing Metrics - Jonathan Knowles and Tim Ambler
Relationship Marketing as Promise Management - Christian Gro[um]nroos
PART SIX: CONTEMPORARY AND FUTURE ISSUES IN MARKETING THEORY
Marketing Systems, Macromarketing and the Quality of Life - Roger A Layton
The Role of Marketing in Ancient and Contemporary Cultural Evolution - Elizabeth C Hirschman
The Darwinian Underpinnings of Consumption - Gad Saad
The Linking Value in Experiential Marketing - Bernard Cova and Daniele Dalli
Acknowledging the Role of Working Consumers
Technology, Consumers and Marketing Theory - Nikhilesh Dholakia, Detlev Zwick and Janice Denegri-Knott