TY  - BOOK
AU  - Sheth, Jagdish N.
AU  - Parvatiyar, Atul
AU  - Uslay, Can
TI  - Marketing theory: evolution and evaluation of schools of marketing thought
SN  - 9789354641206
U1  - 658.8001 
PY  - 2022///
CY  - New Delhi
PB  - Wiley India Pvt. Ltd.
KW  - Marketing
N2  - 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)
ER  -