Marketing Theory: Evolution And Evaluation

$179.56 New Out of stock Publisher: Sheth
SKU: DADAX0471635278
ISBN : 9780471635277
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$179.56

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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.


Features :
  • Marketing Theory

Product dimensions : 9.39x0.7x6.22 inches
Product weight : 1.05 pounds

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