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Paperback Marketing Theory: Evolution and Evaluation Book
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ISBN: 0471635278

ISBN13: 9780471635277

Marketing Theory: Evolution and Evaluation

by , , , et al.
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Format: Paperback

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Book Overview

The evolution of marketing theories and the rationales behind them are chronicled in this thought-provoking book. The authors present a typology for the twelve schools of marketing thought, and describe a comprehensive metatheory 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 early, seldom-cited works.

Related Subjects

Business Business & Finance Business & Investing Economics Management & Leadership Marketing Marketing & Sales

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