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Marketing Theory : Evolution and Evaluation, Paperback / softback Book

Marketing Theory : Evolution and Evaluation Paperback / softback

Part of the Wiley Theories in Marketing series

Paperback / softback

Available to Order - This title is available to order, with delivery expected within 2 weeks

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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£179.95

Available to Order - This title is available to order, with delivery expected within 2 weeks
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