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Marketing Theory: Evolution and Evaluation

Marketing Theory: Evolution and Evaluation

Paperback

Series: Wiley Theories in Marketing, Book 12

Marketing

ISBN10: 0471635278
ISBN13: 9780471635277
Publisher: John Wiley & Sons
Published: Aug 16 1988
Pages: 256
Weight: 1.12
Height: 0.75 Width: 6.32 Depth: 9.34
Language: English
The evolution of marketing theories and the rationales behind them are chronicled in this thought-provoking book. The authors present a typology for the twelve schools of marketing thought, and describe a comprehensive metatheory 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 early, seldom-cited works.

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