Marketing theory: evolution and evaluation of schools of marketing thought
Material type:![Text](/opac-tmpl/lib/famfamfam/BK.png)
- 9789354641206
- 658.8001 SHE
Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | |
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Indian Institute of Management LRC General Stacks | Marketing | 658.8001 SHE (Browse shelf(Opens below)) | 1 | Available | 005969 |
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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