Marketing theory: evolution and evaluation of schools of marketing thought

By: Sheth, Jagdish N Contributor(s): Parvatiyar, Atul | Uslay, Can Material type: Text

TextPublication details: New Delhi Wiley India Pvt. Ltd. 2022 Description: xxxvi, 264 pISBN: 9789354641206Subject(s): MarketingDDC classification: 658.8001 Summary: 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)

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Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8001 SHE (Browse shelf(Opens below))	1	Available		005969

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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.

(https://www.wiley.com/en-us/Marketing+Theory%3A+Evolution+and+Evaluation-p-9780471635277)

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