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256 sidor
1988

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.

Författare: Jagdish N Sheth, David M Gardner, Dennis E Garrett
Format: Pocket/Paperback
ISBN: 9780471635277
Språk: Engelska
Antal sidor: 256
Utgivningsdatum: 1988-10-05
Förlag: John Wiley & Sons Inc