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- Author: Jagdish N Sheth
- Publisher: John Wiley & Sons
- ISBN-10: 0471635278
- ISBN-13: 9780471635277
- Format: 16.1 x 23.7 x 1.9 cm, softcover
- Language: English
- SAVE -10% with code: EXTRA
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Description
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.
EXTRA 10 % discount with code: EXTRA
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- Author: Jagdish N Sheth
- Publisher: John Wiley & Sons
- ISBN-10: 0471635278
- ISBN-13: 9780471635277
- Format: 16.1 x 23.7 x 1.9 cm, softcover
- Language: English English
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.
Reviews