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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 Hakan Hakansson 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