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Marketing Theory: Evolution and Evaluation
Marketing Theory: Evolution and Evaluation Jagdish N. Sheth 0471635278 9780471635277 This thought-provoking book chronicles the evolution of marketing theories and the rationales behind them. The authors present a typology for the
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Marketing Theory: Evolution and Evaluation by Jagdish N. Sheth

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.

Author: Jagdish N. Sheth

Language: English

Edition: 1

Binding: Hardcover

Pages: 256

Publisher: John Wiley & Sons

Publication Date: 1988-08-16

Our Price: $4.09

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ISBN: 0471635278


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Jagdish N. Sheth (Edition: 1) Hardcover


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