9780471635277
Marketing Theory: Evolution and Evaluation
Jagdish N. Sheth; Dennis E. Garrett; David M. Gardner
ISBN 13: 9780471635277
Publisher: John Wiley & Sons Inc
Publication Date: 1988
Binding: Hardcover
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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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Marketing Theory: Evolution and Evaluation (ISBN: 0471635278 / 0-471-63527-8) Sheth, Jagdish N.;Garrett, Dennis E.;Gardner, David M. Quantity Available: 1
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Marketing Theory: Evolution and Evaluation (ISBN: 0471635278 / 0-471-63527-8) Sheth, Jagdish N.;Garrett, Dennis E.;Gardner, David M. Quantity Available: > 20
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