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 | | Marketing Theory: Evolution and Evaluation by Jagdish N. Sheth, David M. Gardner, Dennis E. Garrett ISBN-10: 0471635278 ISBN-10: 0-471-63527-8 ISBN-13: 9780471635277 ISBN-13: 978-0-471-63527-7 Hardcover 1988-08-16 Wiley Find Lowest Price |
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Product 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. | ||