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Marketing Theory: Evolution and Evaluation | 1st edition

by Jagdish N. Sheth

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Publisher John Wiley And Sons Ltd
Language English
Book type Hardcover
Utgiven 1988-10-31
Edition 1
Pages 256
ISBN 9780471635277
Kategori(er) Business, Economics & Management
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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.

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