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Synopsis
One of the true classics in Marketing is now thoroughly revised and updated. "Marketing Theory" is both evolutionary and revolutionary. As in earlier editions, Shelby Hunt focuses on the marketing discipline's multiple stakeholders. He articulates a philosophy of science-based 'tool kit' for developing and analyzing theories, law-like generalizations, and explanations in marketing science. Hunt adds a new dimension to the book, however, by developing arguments for the position that Resource-Advantage Theory provides the foundation for a general theory of marketing and a theoretical foundation for business and marketing strategy. Also new to this edition are four chapters adapted and updated from Hunt's "Controversy in Marketing Theory" that analyze the 'philosophy debates' within the field, including controversies with respect to scientific realism, qualitative methods, truth, and objectivity.
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- PublisherRoutledge
- Publication date2010
- ISBN 10 0765623633
- ISBN 13 9780765623638
- BindingHardcover
- LanguageEnglish
- Edition number1
- Number of pages512
- Rating
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Marketing Theory: Foundations, Controversy, Strategy, and Resource-advantage Theory: Foundations, Controversy, Strategy, and Resource-advantage Theory
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Marketing Theory: Foundations, Controversy, Strategy, and Resource-advantage Theory
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Marketing Theory : Foundations, Controversy, Strategy, Resource - Advantage Theory
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Marketing Theory: Foundations, Controversy, Strategy, and Resource-advantage Theory
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Marketing Theory : Foundations, Controversy, Strategy, Resource - Advantage Theory
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Marketing Theory
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Marketing Theory
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ISBN 10: 0765623633
ISBN 13: 9780765623638
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Marketing Theory: Foundations, Controversy, Strategy and Resource - Advantage Theory
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Marketing Theory : Foundations, Controversy, Strategy, Resource - Advantage Theory
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