Jagdish N. Sheth is the Charles H. Kellstadt Professor of Business, Goizueta Business School, Emory University. He is globally known for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. Over 50 years of experience in teaching and research at University of Southern California, University of Illinois at Urbana-Champaign, Columbia University, MIT, and Emory. He has been advisor to numerous corporations all over the world. He has authored or coauthored more than 350 papers and numerous books. Dr. Sheth is a recipient of the 2020 Padma Bhushan Award for literature and education, one of the highest civilian awards given by the Government of India. He is a Fellow of the Academy of International Business (AIB); the Association of Consumer Research (ACR); the American Psychological Association (APA); and the American Marketing Association (AMA). He is a Distinguished Fellow of the Academy of Marketing Science (AMS) and the International Engineering Consortium. He is the recipient of all four top awards given by the American Marketing Association (AMA). Additionally, he received the Global Innovation Award and Marion Creekmore Award, both from Emory University.Atul Parvatiyar is Professor of Practice in Marketing and Supply Chain Management and Director of the Center for Sales and Customer Relationship Excellence at the Rawls College of Business Administration, Texas Tech University. His areas of expertise include relationship marketing, CRM, global marketing, marketing theory, retailer- vendor relationships, and sustainable business practices. His articles are published in AMS Review, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Macromarketing, International Marketing Review, International Business Review, Journal of Marketing Channels, Journal of Economic Sociology, and other journals and books. He is a co-editor of Legends in Marketing Series with Dr. Sheth, and his previously published/edited books include the Handbook on Relationship Marketing and the Handbook on Advances in Marketing in an Era of Disruptions. He has more than 15 years of international entrepreneurial experience and has consulted for numerous Fortune 500 companies. He has also won several teaching awards and recognitions.Can Uslay (MBA and Ph.D., Georgia Institute of Technology) is Professor of Marketing and Vice Dean for Academic Programs and Innovations for Rutgers Business School at Newark and New Brunswick, New Jersey. His research interests lie broadly within marketing strategy and theory construction. He is a recipient of the Chancellor's Award, the Valerie Scudder Award, MAACBA Teaching Innovation Award, U. Michigan WDI Global Case Writing Competition Award, and several Dean's awards for outstanding scholarship, teaching, and service.

• Preface xiiiAcknowledgements xvAbout the Authors xviiPrologue xxvChapter 1 Introduction 1Chapter 2 Non-Interactive Economic Schools of Marketing 25Chapter 3 Interactive Economic Schools of Marketing 51Chapter 4 Non-Interactive - Non-Economic Schools of Marketing 775 Interactive-Non-Economic Schools of Marketing 103Chapter 6 What We Have Learned 127Chapter 7 Marketing Strategy School of Thought 141Chapter 8 International Marketing School of Thought 161Chapter 9 Services Marketing School of Thought 173Chapter 10 Relationship Marketing School of Thought 185Summary 208Questions for Analysis and Discussion 209Epilogue 211References 215Index 261

Jagdish N. Sheth is the Charles H. Kellstadt Professor of Business, Goizueta Business School, Emory University. He is globally known for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. Over 50 years of experience in teaching and research at University of Southern California, University of Illinois at Urbana-Champaign, Columbia University, MIT, and Emory. He has been advisor to numerous corporations all over the world. He has authored or coauthored more than 350 papers and numerous books. Dr. Sheth is a recipient of the 2020 Padma Bhushan Award for literature and education, one of the highest civilian awards given by the Government of India. He is a Fellow of the Academy of International Business (AIB); the Association of Consumer Research (ACR); the American Psychological Association (APA); and the American Marketing Association (AMA). He is a Distinguished Fellow of the Academy of Marketing Science (AMS) and the International Engineering Consortium. He is the recipient of all four top awards given by the American Marketing Association (AMA). Additionally, he received the Global Innovation Award and Marion Creekmore Award, both from Emory University.Atul Parvatiyar is Professor of Practice in Marketing and Supply Chain Management and Director of the Center for Sales and Customer Relationship Excellence at the Rawls College of Business Administration, Texas Tech University. His areas of expertise include relationship marketing, CRM, global marketing, marketing theory, retailer- vendor relationships, and sustainable business practices. His articles are published in AMS Review, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Macromarketing, International Marketing Review, International Business Review, Journal of Marketing Channels, Journal of Economic Sociology, and other journals and books. He is a co-editor of Legends in Marketing Series with Dr. Sheth, and his previously published/edited books include the Handbook on Relationship Marketing and the Handbook on Advances in Marketing in an Era of Disruptions. He has more than 15 years of international entrepreneurial experience and has consulted for numerous Fortune 500 companies. He has also won several teaching awards and recognitions.Can Uslay (MBA and Ph.D., Georgia Institute of Technology) is Professor of Marketing and Vice Dean for Academic Programs and Innovations for Rutgers Business School at Newark and New Brunswick, New Jersey. His research interests lie broadly within marketing strategy and theory construction. He is a recipient of the Chancellor's Award, the Valerie Scudder Award, MAACBA Teaching Innovation Award, U. Michigan WDI Global Case Writing Competition Award, and several Dean's awards for outstanding scholarship, teaching, and service.

• Preface xiiiAcknowledgements xvAbout the Authors xviiPrologue xxvChapter 1 Introduction 1Chapter 2 Non-Interactive Economic Schools of Marketing 25Chapter 3 Interactive Economic Schools of Marketing 51Chapter 4 Non-Interactive - Non-Economic Schools of Marketing 775 Interactive-Non-Economic Schools of Marketing 103Chapter 6 What We Have Learned 127Chapter 7 Marketing Strategy School of Thought 141Chapter 8 International Marketing School of Thought 161Chapter 9 Services Marketing School of Thought 173Chapter 10 Relationship Marketing School of Thought 185Summary 208Questions for Analysis and Discussion 209Epilogue 211References 215Index 261

Jagdish N. Sheth is the Charles H. Kellstadt Professor of Business, Goizueta Business School, Emory University. He is globally known for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. Over 50 years of experience in teaching and research at University of Southern California, University of Illinois at Urbana-Champaign, Columbia University, MIT, and Emory. He has been advisor to numerous corporations all over the world. He has authored or coauthored more than 350 papers and numerous books. Dr. Sheth is a recipient of the 2020 Padma Bhushan Award for literature and education, one of the highest civilian awards given by the Government of India. He is a Fellow of the Academy of International Business (AIB); the Association of Consumer Research (ACR); the American Psychological Association (APA); and the American Marketing Association (AMA). He is a Distinguished Fellow of the Academy of Marketing Science (AMS) and the International Engineering Consortium. He is the recipient of all four top awards given by the American Marketing Association (AMA). Additionally, he received the Global Innovation Award and Marion Creekmore Award, both from Emory University.Atul Parvatiyar is Professor of Practice in Marketing and Supply Chain Management and Director of the Center for Sales and Customer Relationship Excellence at the Rawls College of Business Administration, Texas Tech University. His areas of expertise include relationship marketing, CRM, global marketing, marketing theory, retailer- vendor relationships, and sustainable business practices. His articles are published in AMS Review, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Macromarketing, International Marketing Review, International Business Review, Journal of Marketing Channels, Journal of Economic Sociology, and other journals and books. He is a co-editor of Legends in Marketing Series with Dr. Sheth, and his previously published/edited books include the Handbook on Relationship Marketing and the Handbook on Advances in Marketing in an Era of Disruptions. He has more than 15 years of international entrepreneurial experience and has consulted for numerous Fortune 500 companies. He has also won several teaching awards and recognitions.Can Uslay (MBA and Ph.D., Georgia Institute of Technology) is Professor of Marketing and Vice Dean for Academic Programs and Innovations for Rutgers Business School at Newark and New Brunswick, New Jersey. His research interests lie broadly within marketing strategy and theory construction. He is a recipient of the Chancellor's Award, the Valerie Scudder Award, MAACBA Teaching Innovation Award, U. Michigan WDI Global Case Writing Competition Award, and several Dean's awards for outstanding scholarship, teaching, and service.

• Preface xiiiAcknowledgements xvAbout the Authors xviiPrologue xxvChapter 1 Introduction 1Chapter 2 Non-Interactive Economic Schools of Marketing 25Chapter 3 Interactive Economic Schools of Marketing 51Chapter 4 Non-Interactive - Non-Economic Schools of Marketing 775 Interactive-Non-Economic Schools of Marketing 103Chapter 6 What We Have Learned 127Chapter 7 Marketing Strategy School of Thought 141Chapter 8 International Marketing School of Thought 161Chapter 9 Services Marketing School of Thought 173Chapter 10 Relationship Marketing School of Thought 185Summary 208Questions for Analysis and Discussion 209Epilogue 211References 215Index 261