This course is mainly designed for doctoral students with a marketing concentration in the Graduate Institute of International Business (GIIB) of NTU, but Ph.D. students from other related disciplines are also welcomed. This course and other following doctoral seminars constitute a sequel of doctoral courses which are designed to introduce the theoretical foundations of marketing and bring up important emerging issues in marketing research. In the past few decades, knowledge advancement in marketing is tremendously amazing and numerous fruitful findings have been proposed. Although a unifying conceptual framework which can encompass both historical development and recent intellectual breakthroughs is still very difficult to find, our purpose is to give students a wider exposure of marketing concepts and theories in an organized manner. This course tries to integrate various theoretical and conceptual research streams which have already made significant contributions in marketing-related fields. Specifically, this course will focus on some interesting issues from which each participant is likely to pick up his/her future research interest.