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Relevant bibliographies by topics / Theory of marketing

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Journal articles
Dissertations / Theses
Books
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Academic literature on the topic 'Theory of marketing'

Author: Grafiati

Published: 28 May 2022

Last updated: 31 July 2025

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Journal articles on the topic "Theory of marketing"

1

Asih, Daru. "A Complementary Relationship between Marketing Theory and Marketing History." Journal of Advanced Research in Dynamical and Control Systems 12, SP5 (2020): 1515–22. http://dx.doi.org/10.5373/jardcs/v12sp5/20202073.

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Levit, Tatiana, and Magdalena Cismaru. "Marketing social marketing theory to practitioners." International Review on Public and Nonprofit Marketing 17, no. 2 (2020): 237–52. http://dx.doi.org/10.1007/s12208-020-00245-4.

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November, Peter. "Teaching Marketing Theory." Marketing Theory 2, no. 1 (2002): 115–32. http://dx.doi.org/10.1177/1470593102002001646.

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Wheatley, Edward W. "Theory of Marketing." Journal of Professional Services Marketing 1, no. 1-2 (1985): 79–88. http://dx.doi.org/10.1300/j090v01n01_11.

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Burton, Dawn. "Marketing Theory Matters." British Journal of Management 16, no. 1 (2005): 5–18. http://dx.doi.org/10.1111/j.1467-8551.2005.00432.x.

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Lowe, Sid, Adrian N. Carr, and Michael Thomas. "Paradigmapping marketing theory." European Journal of Marketing 38, no. 9/10 (2004): 1057–64. http://dx.doi.org/10.1108/03090560410548861.

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Morgan, Robert E. "Conceptual foundations of marketing and marketing theory." Management Decision 34, no. 10 (1996): 19–26. http://dx.doi.org/10.1108/00251749610150658.

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Gregory Stone, A. "Diffusion Theory as a Marketing Theory." International Journal of Business & Management Studies 04, no. 10 (2023): 1–7. http://dx.doi.org/10.56734/ijbms.v4n10a1.

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Described as a communications theory, the diffusion of innovations theory describes the pattern and speed at which innovative ideas, practices, or products spread through a population. The functions and processes of the diffusion model, however, appear to fit better as a business model; more specifically, a marketing model. The main players in the theory are innovators, early adopters, early majority, late majority, and laggards. The model helps a business to understand how a buyer adopts and engages with new products or technologies over time. Companies will use it when launching a new produc

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Ono, Akinori. "Regulatory Focus Theory:." Japan Marketing Journal 38, no. 2 (2018): 3–5. http://dx.doi.org/10.7222/marketing.2018.036.

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Zinkhan, George M., and Rudy Hirschheim. "Truth in Marketing Theory and Research: An Alternative Perspective." Journal of Marketing 56, no. 2 (1992): 80–88. http://dx.doi.org/10.1177/002224299205600207.

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Numerous authors have discussed the possibility of a marketing science and have presented their visions to describe the characteristics of such a science. Fundamentally, these visions must come to grips with the idea of “truth” and the role truth plays in theory and research. In this article, the authors explore “truth in marketing science” by describing the essential problem of science in general and discussing the issues that shape the notion of a marketing science in particular. They note two limiting factors in viewing marketing as a science: (1) marketing as an applied field and (2) marke

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Dissertations / Theses on the topic "Theory of marketing"

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Cousins, Laura. "Marketing planning in theory and practice." Thesis, London Business School (University of London), 1994. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.296594.

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Higgins, Matthew. "Moral engagement : critical theory, ethics and marketing." Thesis, Keele University, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.368979.

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Kayandé, Ujwal Anilchandra. "Theory of generalizability and optimization of marketing measurement." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1998. http://www.collectionscanada.ca/obj/s4/f2/dsk2/ftp02/NQ29053.pdf.

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Lüdicke, Marius K. "A Theory of marketing : Outline of a social systems perspective /." Wiesbaden Dt. Univ.-Verl, 2006. http://deposit.ddb.de/cgi-bin/dokserv?id=2773966&prov=M&dokv̲ar=1&doke̲xt=htm.

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Dolenko, Michael. "Break free : building a critique of social marketing theory." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1997. http://www.collectionscanada.ca/obj/s4/f2/dsk2/ftp01/MQ44892.pdf.

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Maletsky, Jade. "Describing marketing practices using the social theory of practice." Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/24691.

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The world of Marketing is a multifaceted broad discipline and over recent years it has fundamentally changed. Marketing is consistently evolving and many authors are calling for a new definition. A shift in thinking is necessary in order to identify new opportunities and re-examine the conventional models. The recent Contemporary Marketing Practice series of research has looked at describing Marketing practices within the marketing context. This programme analyses the multiple disciplines within marketing. It does not, however deconstruct or examine marketing practices. It merely examines the

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Tavares, De Lima David Patricia. "Toward a Theory of Behaviour Change in Social Marketing." Thesis, Griffith University, 2018. http://hdl.handle.net/10072/381654.

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Contemporary societies all over the world face issues that have been characterised as “wicked problems”. Wicked problems are difficult to define and are ingrained in complex systems, with numerous stakeholders involved. Although the causes of such problems cannot be easily delineated, they commonly can be associated with the practice of preventable behaviours at the individual level. An example is sedentary behaviours, which combined with an unhealthful diet can lead to problems like obesity, diabetes type 2 and more (World Health Organization, 2015c). Obesity is considered to be one of the le

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Nikkanen, J. M. (Jenni-Maria). "Game theory supporting commercialization process of a start-up company." Master's thesis, University of Oulu, 2018. http://urn.fi/URN:NBN:fi:oulu-201806062481.

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The aim of the thesis is to study the commercialization process of a start-up company and how game theory can support the decision making during the process. The purpose was to offer new insights to commercialization since the approaches of game theory have not examined in this context even the commercialization process is complex and needs strategic decision making. The reason for choosing this topic in the point of view of start-ups is that start-ups are in major role when creating innovations, but they often have lack of resources to bring the innovations to the market. The research foll

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Ellis, Dana L. "Theorizing Ambush Marketing in the Olympic Games." Thèse, Université d'Ottawa / University of Ottawa, 2013. http://hdl.handle.net/10393/30200.

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This research comprises three interconnected studies that, when considered together, attend to the dissertation’s purpose of presenting an integrated conceptual framework for ambush marketing in the Olympic Games. This has been accomplished in two ways: (1) the use of institutional theory, supported by network theory, as a lens to view and understand evolutionary processes in Olympic sponsorship and ambush marketing and (2) the use of grounded theory to build a conceptual framework of ambush marketing from the findings. Broadly, the model suggests the evolution of ambush marketing is partially

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Ratnatunga, J. T. D. "The impact of financial controls in marketing : With specific reference to the Australian food marketing industry." Thesis, University of Bradford, 1987. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.376701.

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Books on the topic "Theory of marketing"

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Maclaran, Pauline, Michael Saren, and Mark Tadajewski. Marketing Theory. SAGE Publications Ltd, 2008. http://dx.doi.org/10.4135/9781446262450.

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Claudio, Vignali, ed. Fashion marketing & theory. Access Press UK, 2009.

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Baker, Michael J., Olivier Badot, Ken Bernard, et al., eds. Marketing Theory and Practice. Macmillan Education UK, 1995. http://dx.doi.org/10.1007/978-1-349-24260-3.

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Baker, Michael J. Marketing: Theory and practice. Macmillan, 1990.

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AMA, Winter Educators' Conference (1996 Hilton Head South Carolina). Marketing theory and applications. American Marketing Association, 1996.

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AMA Winter Educators' Conference (1992). Marketing theory and applications. Edited by Allen Chris T and Madden Thomas J. American Marketing Association, 1992.

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AMA Winter Educators' Conference (1995 (11-14th February 1995 La Jolla, California). Marketing theory and applications. Edited by Stewart David W, Vilcassim Naufel J, and American Marketing Association. American Marketing Association, 1995.

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AMA Winter Educators' Conference (1997 (15-18th February 1997 St. Petersburg Beach, Fla.). Marketing theory and applications. Edited by LeClair Debbie Thorne, Hartline Michael, and American Marketing Association. American Marketing Association, 1997.

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AMA Winter Educators' Conference (1993). Marketing theory and applications. Edited by Varadarajan P. Rajan and Jaworski Bernard J. American Marketing Association, 1993.

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10

Sachuk, Tat'yana. Territorial marketing: theory and practice. INFRA-M Academic Publishing LLC., 2024. https://doi.org/10.12737/2062425.

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The textbook presents the modern concept of territorial administration. The main issues of territorial marketing are considered: the marketing environment of the territory, the subjects and the complex of means of implementing territorial marketing, consumer behavior, macro- and micro-segmentation, differentiation and competitiveness of the territory, positioning and branding of the territory, etc. The textbook reflects such categories as public benefit, local community, cultural, social and symbolic capitals of the territory, tourist destination, institutions of territorial development, etc.

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Book chapters on the topic "Theory of marketing"

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Berger, Arthur Asa. "Marketing Theory." In Marketing and American Consumer Culture. Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-47328-4_14.

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Jørgensen, Steffen. "Marketing." In Handbook of Dynamic Game Theory. Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-44374-4_22.

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Jørgensen, Steffen. "Marketing." In Handbook of Dynamic Game Theory. Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-27335-8_22-1.

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Crosier, Keith. "Marketing Communications." In Marketing Theory and Practice. Macmillan Education UK, 1995. http://dx.doi.org/10.1007/978-1-349-24260-3_13.

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Webb, John. "Marketing Research." In Marketing Theory and Practice. Macmillan Education UK, 1995. http://dx.doi.org/10.1007/978-1-349-24260-3_7.

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Short, John Rennie. "Marketing the City." In Urban Theory. Macmillan Education UK, 2014. http://dx.doi.org/10.1007/978-1-137-38266-5_12.

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French, Jeff. "Social Marketing Theory." In The Palgrave Encyclopedia of Social Marketing. Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-030-14449-4_22-1.

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Sethi, Suresh P. "Applications to Marketing." In Optimal Control Theory. Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-98237-3_7.

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Duchowski, Andrew T. "Marketing/Advertising." In Eye Tracking Methodology: Theory and Practice. Springer London, 2003. http://dx.doi.org/10.1007/978-1-4471-3750-4_13.

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Robinson, Dwight E. "Fashion Theory and Product Design *." In Fashion Marketing. Routledge, 2024. http://dx.doi.org/10.4324/9781003424208-28.

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Conference papers on the topic "Theory of marketing"

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Nayeem, Tahmid, and Felicity Small. "BRIDGING THEORY AND PRACTICE: TRANSFORMING MARKETING EDUCATION WITH REAL-WORLD COMMUNITY ENGAGEMENT." In 17th annual International Conference of Education, Research and Innovation. IATED, 2024. https://doi.org/10.21125/iceri.2024.1364.

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Same, Siiri, and Jorma Larimo. "Marketing Theory: Experience Marketing and Experiential Marketing." In The 7th International Scientific Conference "Business and Management 2012". Vilnius Gediminas Technical University Publishing House Technika, 2012. http://dx.doi.org/10.3846/bm.2012.063.

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Karegar, Mas'ood, Taha Saderi, Ayaz Isazadeh, and Farzaneh Fartash. "Electronic Consulting In Marketing." In Communication Technologies: from Theory to Applications (ICTTA). IEEE, 2008. http://dx.doi.org/10.1109/ictta.2008.4529949.

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Liu, Quanhong. "The Evolution of Marketing Capability Theory." In 2010 International Conference on Management and Service Science (MASS 2010). IEEE, 2010. http://dx.doi.org/10.1109/icmss.2010.5578191.

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Martinović, Maja. "From Theory to Practice: Applying Marketing Concepts Across Industries in MBA Programs." In 10th International Scientific Conference ERAZ - Knowledge Based Sustainable Development. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2024. https://doi.org/10.31410/eraz.2024.437.

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Teaching marketing to MBA students, particularly managers from diverse industries, can be greatly enhanced by co-creation with students. Standard teaching methods often fail to demonstrate how to apply theoretical concepts to real-world situations, especially in smaller or resource-limited companies. A study involving 30 MBA students working on real company scenarios revealed that knowledge transfer is more effective when participants co-create strategies and tactics using theoretical models alongside industry-specific examples. For example, some industries benefited from a customer-centric ap

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Douglass, Mike. "FILMMAKING FOR RESPONSIBLE MARKETING." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.02.07.02.

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Shvetsova, Elena Vladislavovna. "DECISION-MAKING IN MARKETING USING GAME THEORY." In Российская наука: актуальные исследования и разработки. Самарский государственный экономический университет, 2021. http://dx.doi.org/10.46554/russian.science-2021.02-1-133/135.

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Wang, Haohai, Chaiyawit Muangmee, Nusanee Meekaewkunchorn, Honghua Cao, and Tatchapong Sattabut. "Evaluating the Marketing Strategy of Sports and Fitness Enterprises based on 4C Marketing Theory." In MSIE 2022: 2022 4th International Conference on Management Science and Industrial Engineering. ACM, 2022. http://dx.doi.org/10.1145/3535782.3535787.

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Vesna, Zabkar, and Arslanagic-Kalajdzic Maja. "LONG-TERM STRATEGIC ORIENTATION IN MARKETING-DRIVEN ORGANIZATIONS: THE ROLE OF MARKETING ANALYTICS." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.03.01.03.

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Nasyrova, Elena. "Economic and communicative efficiency of marketing communications." In Actual problems of communication: theory and practice. Baskir State University, 2021. http://dx.doi.org/10.33184/apktip-2021-12-25.17.

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Reports on the topic "Theory of marketing"

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Carlton, Dennis. The Theory of Allocation and Its Implications for Marketing and Industrial Structure. National Bureau of Economic Research, 1991. http://dx.doi.org/10.3386/w3786.

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Zilberman, David, Amir Heiman, and B. McWilliams. Economics of Marketing and Diffusion of Agricultural Inputs. United States Department of Agriculture, 2003. http://dx.doi.org/10.32747/2003.7586469.bard.

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Specific Research Objective. Develop a theory of technology adoption to analyze the role of promotional tools such as advertising, product sampling, demonstrations, money back guarantees and warranties in inducing technological change. Use this theory to develop criteria for assessing the optimal use of marketing activities in launching new agricultural input technologies. Apply the model to analyze existing patterns of marketing budget allocation among promotional tools for various agricultural input industries in the United States and Israel. Background to the Topic. Marketing tools (money-b

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Diddi, Sonali, Cammie Hensley, and Karen Hyllegard. Consumer Attitudes towards LGBT Homeless Youth Cause Related Marketing Campaign: Application of Self Schema Theory. Iowa State University, Digital Repository, 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1561.

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Bonfrer, Andre, Ernst Berndt, and Alvin Silk. Anomalies in Estimates of Cross-Price Elasticities for Marketing Mix Models: Theory and Empirical Test. National Bureau of Economic Research, 2006. http://dx.doi.org/10.3386/w12756.

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Finkelstain, Israel, Steven Buccola, and Ziv Bar-Shira. Pooling and Pricing Schemes for Marketing Agricultural Products. United States Department of Agriculture, 1993. http://dx.doi.org/10.32747/1993.7568099.bard.

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In recent years there has been a growing concern over the performance of Israel and U.S. agricultural marketing organizations. In Israel, poor performance of some marketing institutions has led to radical reforms. Examples are the two leading export industries - citrus and flowers. In the U.S., growth of local market power is eliminating competitive row product prices which served as the basis for farmer cooperative payment plans. This research studies, theoretically, several aspects of the above problem and develops empirical methods to assess their relative importance. The theoretical part d

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Xiang, Ling. The power of perception in sports marketing: How construal level theory scores big in sports events advertising. Iowa State University, 2023. http://dx.doi.org/10.31274/cc-20240624-1473.

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Finkelshtain, Israel, and Tigran Melkonyan. The economics of contracts in the US and Israel agricultures. United States Department of Agriculture, 2008. http://dx.doi.org/10.32747/2008.7695590.bard.

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Research Objectives 1) Reviewing the rich economic literature on contracting and agricultural contracting; 2) Conducting a descriptive comparative study of actual contracting patterns in the U.S. and Israeli agricultural sectors; 3) Theoretical analysis of division of assets ownership, authority allocation and incentives in agricultural production contracts; 4) Theoretical analysis of strategic noncompetitive choice of agricultural production and marketing contracts, 5) Empirical studies of contracting in agricultural sectors of US and Israel, among them the broiler industry, the citrus indust

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Owusu, Samuel Ening, and Bahman Peyravi. The Impact of Trade Policies on International Marketing Strategies. Vilnius Business College, 2024. http://dx.doi.org/10.57005/ab.2024.1.3.

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This study explores the dynamic interplay between trade rules and worldwide marketing tactics, with the goal of elucidating the varied influence of global economic regulations on multinational firms. The research takes a mixed-methods approach, focusing on various industries and geographical locations and includes qualitative studies of trade regulations as well as quantitative assessments of their consequences for marketing tactics. The extensive literature analysis establishes a theoretical framework by investigating how tariff reductions, non-tariff obstacles, and free trade agreements affe

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Ingram, Keisha LaRaine, Dorsa Dorbahani, Anzhela Sargsyan, and Mannhas Kamble. Promotion of Luxurious Cosmetics Through Emotion Manipulation. Vilnius Business College, 2024. https://doi.org/10.57005/ab.2024.3.2.

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Considering the rising importance of emotions in influencing the purchase decisions of consumers, this research highlights emotions and the ways in which they impact the purchase behaviour. This is significant regarding information the marketers use to develop the strategies and practices for targeting consumer emotions, which ineffectively influence their purchase decisions for luxury cosmetics products. Indeed, this a challenge that marketers have faced in correctly aligning their marketing mix strategies to connect with these consumer groups. Conventional marketing strategies used to captur

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Syed, Basil Ahmad, Edafe Anderson Ozero, and Samson Toye Abiodun. Effectiveness of Guerrilla Marketing in Lithuania: a Case Study of the Swedbank's "Life under the Oak" Campaign. Vilnius Business College, 2024. https://doi.org/10.57005/ab.2024.4.5.

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In response to the current issues of catching customer attention amidst information overload, guerrilla marketing has evolved as a disruptive technique that prioritizes creativity and uniqueness over standard advertising tactics. This research looks at the efficacy of guerrilla marketing using a case study of Swedbank's "Life Under the Oak" campaign in Lithuania. The study intends to assess the campaign's effects on Swedbank awareness, engagement, and cost-effectiveness in comparison to traditional advertising strategies. Data was acquired directly from Lithuanian consumers using a cross-secti

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