Marketing Theory: Evolution and Evaluation

✍ Scribed by Jagdish N. Sheth

Publisher: Wiley
Year: 1988
Tongue: English
Leaves: 242
Edition: Paperback
Category: Library

No coin nor oath required. For personal study only.

✦ Synopsis

This thought-provoking book chronicles the evolution of marketing theories and the rationales behind them. The authors present a typology for the twelve schools of marketing thought, and describe a comprehensive metatheoretical framework based on six basic criteria. They also develop a list of concepts and axioms useful in generating a practical theory of marketing. References are extensive and include many pioneering, seldom-cited works. Graduate students and marketing professionals will find this a stimulating and practical work.

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