Marketing Critical Perspectives 5 vols

With the continuing growth of interest in marketing there has developed a parallel concern for the history of marketing thought and the evolution of marketing theory. This concern is mirrored by the introduction of many courses at both undergraduate and graduate level which address these topics. However, the relevant sources themselves remain difficult to access, especially those that are over fifteen years old. Marketing gathers together the seminal contributions to the development of the marketing discipline, combining the best of both the American and European literature on the topic, and covering a period of over 70 years. The most comprehensive reference work of its kind, this set includes 162 articles charting both the development and the current debates in the field. The material has been arranged thematically to help navigate the reader through the field. There will also be a new introduction and a thorough index, making this set an invaluable reference tool for both academics and practitioners in the field.