David M. Gardner
Marketing Theory: Evolution and EvaluationDavid M. Gardner; Jagdish N. Sheth; Dennis E. Garrett
ISBN: 9780471635277
Publisher: John Wiley & Sons Inc Publication Date: 1988 Binding: Hardcover 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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