Marketing Theory: Evolution and Evaluation
MIA KARTS BOOKS
Marketing Theory: Evolution and Evaluation
Book Details
- Author
- Jagdish N. Sheth
- Publisher
- Wiley
- Format
- Hardcover
- Language
- English
- Category
- Management & Leadership
- Condition
- New
- ISBN-13
- 9780471635277
- ISBN-10
- 0471635278
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ISBN: 0471635278
Author: Sheth, Jagdish N.
Condition: New
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.
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Marketing Theory: Evolution and Evaluation
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