MARKETING THEORY - EVOLUTION AND EVALUATION
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MARKETING THEORY - EVOLUTION AND EVALUATION

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.
Editora: JOHN WILEY
ISBN: 0471635278
ISBN13: 9780471635277
Edição: 1ª Edição - 1988
Número de Páginas: 256
Acabamento: PAPERBACK
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