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Marketing Theory: Evolution and Evaluation |
| Wiley Theories in Marketing |
| Jagdish N. Sheth (Univ. of Southern California); David M. Gardner (Univ. of Illinois); Dennis E. Garrett (Univ. of Oklahoma) |
| 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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| Cloth Bound |
256 Pages, 6 x 9 in.
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Item #:
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0471635278
$91.95 |
John Wiley & Sons, Inc. | |
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