Marketing theory: evolution and evaluation of schools of marketing thought
Sheth, Jagdish N.
Marketing theory: evolution and evaluation of schools of marketing thought - New Delhi Wiley India Pvt. Ltd. 2022 - xxxvi, 264 p.
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.
(https://www.wiley.com/en-us/Marketing+Theory%3A+Evolution+and+Evaluation-p-9780471635277)
9789354641206
Marketing
658.8001 / SHE
Marketing theory: evolution and evaluation of schools of marketing thought - New Delhi Wiley India Pvt. Ltd. 2022 - xxxvi, 264 p.
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.
(https://www.wiley.com/en-us/Marketing+Theory%3A+Evolution+and+Evaluation-p-9780471635277)
9789354641206
Marketing
658.8001 / SHE