Books written by Michael Saren

Marketing Theory: A Student Text

A Student Text Michael J Baker, Michael Saren Michael John Baker. price reduction and product attributes (Fowler, 2005). Standardization did not help McDonald's stand out from its rivals. Moreover, selling the Big Mac, the brand- famous ...
Critical Marketing

Association for Consumer Research (2005). 'For consumers: steps towards transformative consumer research'. Call for Papers. San Antonio, TX: Association for Consumer Research. Baker, S.M. (2006). 'Consumer normalcy: understanding the ...
Marketing: A Critical Textbook

Pine, J. and Gilmore, J. (1998) 'Welcome to the Experience Economy', Harvard Business Review, (July–August): 97–105. Prahalad, C. K. (2005) The Fortune ... Upper Saddle River, NJ: Pearson Prentice-Hall. Turner, C. (2004) Planet Simpson.
Critical Marketing

There is a real danger of the alternative being perceived as an utopia, and expression of desire, and imaginary good place (Carey, 2000) as this often is associated with unobtainable, not realistic or practical.
Marketing Graffiti

Lanning, M. J. (1998) Delivering Profitable Value: A Revolutionary Framework to Accelerate Growth, Generate Wealth, and Rediscover the Heart of ... MacKenzie, D. & Wajcman, J. (1999) Introductory essay; the social shaping of technology.
Marketing: A Critical Textbook

Roberson, J. (2005) 'Fight!! Ippatsu!! 'Genki' energy drinks and the marketing of masculine ideology in Japan', Men and Masculinities, 7(4): 365–84. Roberson ...
Marketing Graffiti: The View from the Street

Suppose you log on to Dell.com or any other website to buy a product. If it is not a standardized offer (i.e. the same item for each customer, such as a book), then you will have to help build your own product solution, say for a PC, ...
Marketing Graffiti

By taking this alternative approach - linking the abstract concepts to the everyday world the reader already knows -Marketing Graffiti explains marketing as consumers experience it, as active participants in it reflecting the variety in the ...
Managing and Marketing Technology

Managing and Marketing Technology provides managers and students with a valuable insight into the relationship between technology, product development, marketing and management.
Marketing Graffiti: The Writing on the Wall

Earlier editon published in 2006 as: Marketing graffiti: the view from the street.
Technology Strategy for Business

This text provides a comprehensive insight into how companies can develop a strategic approach to the management of their technology. It discusses the importance of technology to corporate and national success.
Marketing: A Critical Textbook

With a focus on introducing the key concepts of critical and alternative marketing, this text brings the real-world challenges and considerations of marketing to students.
Marketing en grafiti/ Marketing in Graffiti

Marketing en grafiti/ Marketing in Graffiti
The SAGE Handbook of Marketing Theory

Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, ...
Marketing Theory: A Student Text

Myers, J.G., Massey, W. and Greyser, S. (1980) Marketing Research and Knowledge Development: An Assessment for ... the need to distinguish the levels of abstraction', in C. Lamb and P. Dunne (eds) Theoretical Developments in Marketing.
Rethinking Marketing: Towards Critical Marketing Accountings

The book represents a useful point of departure for those setting off on their own critical journeys and, thus, it should be included on the reading lists of all those carrying out masters or doctoral research in marketing′ - Journal of ...
Marketing Theory: A Student Text

Germain, Richard (1994) 'The adoption of statistical methods in market research: the early twentieth century', in Jagdish Sheth and Ronald A. Fullerton (eds) Research in Marketing: Explorations in the History of Marketing, Greenwich, ...
Marketing Theory

This major work draws together the many disparate perspectives that have contributed to the development of marketing theory to provide scholars with a substantive reference base from which to further develop the area.
Marketing Theory: A Student Text

Electronic Inspection Copy available for instructors here Building on the popularity of the first edition, published in 2000, the Second Edition brings together revised and new, original chapters from an outstanding team of contributors ...
Marketing Theory: A Student Text

... communication. matrix. In addition, while Hummel wanted a presence on all relevant social media platforms (mainly to secure the Hummel profile so that it would not be abducted and abused by others), it ... social media sites were named ...