Marketing Theory: Evolution and Evaluation
- ISBN-10
- 0471635278
- ISBN-13
- 9780471635277
- Series
- Marketing Theory
- Category
- Business & Economics
- Pages
- 231
- Language
- English
- Published
- 1988-08-30
- Publisher
- Wiley
- Authors
- Jagdish N. Sheth, David M. Gardner, Dennis E. Garrett
Description
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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Other editions
-
- 2014-12-18
- 464 pages
- Paperback
- Routledge
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