Marketing Theory
Evolution and Evaluation
Jagdish N Sheth author David M Gardner author Dennis E Garrett author
Format:Paperback
Publisher:John Wiley & Sons Inc
Published:5th Oct '88
Currently unavailable, and unfortunately no date known when it will be back
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.
ISBN: 9780471635277
Dimensions: 239mm x 158mm x 18mm
Weight: 506g
256 pages