Marketing Theory (häftad)
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Format
Häftad (Paperback / softback)
Språk
Engelska
Utgivningsdatum
1988-10-01
Upplaga
1
Förlag
John Wiley & Sons Inc
Medarbetare
etc.
Illustrationer
Ill.
Dimensioner
235 x 160 x 16 mm
Vikt
510 g
Antal komponenter
1
Komponenter
2:B&W 6 x 9 in or 229 x 152 mm Perfect Bound on Creme w/Gloss Lam
SAB
Qbl
ISSN
0273-2955
ISBN
9780471635277

Marketing Theory

Evolution and Evaluation

av Jagdish N Sheth, David M Gardner, Dennis E Garrett
Häftad,  Engelska, 1988-10-01
2578
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The evolution of marketing theories and the rationales behind them are chronicled in this text, which presents a typology of different schools of marketing thought. The authors develop a list of concepts and axioms which they believe will be of use in generating a practical theory of marketing.
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Jagdish N Sheth, David M Gardner, Dennis E Garrett

Övrig information

Jagdish N. Sheth is the Charles H. Kellstadt Professor of Marketing at the Goizueta Business School of Emory University. He was a prominent member of the core team during the initial years of the Indian Institute of Management Calcutta, the first Indian Institute of Management. David M. Gardner is the author of Marketing Theory: Evolution and Evaluation published by Wiley.

Innehållsförteckning

Resurgence of Interest in Marketing Theory. The Era of Turbulent Transition. Framework for the Book. Metatheory Criteria for the Evaluation of Theories. NONINTERACTIVE--ECONOMIC SCHOOLS OF MARKETING. The Commodity School of Thought. The Functional School of Thought. The Regional School of Thought. INTERACTIVE--ECONOMIC SCHOOLS OF MARKETING. The Institutional School of Thought. The Functionalist School of Thought. The Managerial School of Thought. NONINTERACTIVE--NONECONOMIC SCHOOLS OF MARKETING. The Buyer Behavior School of Thought. The Activist School of Thought. The Macromarketing School of Thought. INTERACTIVE--NONECONOMIC SCHOOLS OF MARKETING. The Organizational Dynamics School of Thought. The Systems School of Thought. The Social Exchange School of Thought. WHAT WE HAVE LEARNED. Is Marketing a Science or, at Best, a Standardized Art? What Is, or Should Be, the Relationship between Marketing and Society? Is It Really Possible to Create a General Theory of Marketing? REFERENCES.

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