Alta reperibilità
Marketing Theory
Evolution and Evaluation
- Editore:
John Wiley & Sons
- Collana:
- Wiley Theories In Marketing
- EAN:
9780471635277
- ISBN:
0471635278
- Pagine:
- 248
- Formato:
- Paperback
- Lingua:
- Inglese
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Descrizione Marketing Theory
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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