ENGLISH

Marketing Theory: Evolution and Evaluation

By Jagdish N. Sheth

Book information

Publisher
Wiley
Year
1988
ISBN
0471635278, 9780471635277
Language
english
Format
PDF
Filesize
17 MB (18000418 bytes)
Edition
Paperback
Pages
256\242
Time added
2018-12-27 11:33:08

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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