This is a thoroughly revised and updated edition of Shelby Hunt's classic text on marketing theory. Like its predecessors, this new edition presents a theory of marketing that focuses on the discipline's multiple stakeholders. It develops a practical "tool kit" for developing and analyzing theories based on the philosophy of science. This edition breaks new ground with a focus on the concept that "resource-advantage theory" provides the foundation for a general theory of marketing. Both evolutionary and revolutionary, this new edition of the best selling work is an essential primary text for courses and seminars on marketing theory as well as marketing research and management theory.
- ISBN10 0765609304
- ISBN13 9780765609304
- Publish Date 31 July 2002 (first published 11 June 2002)
- Publish Status Out of Print
- Out of Print 13 March 2010
- Publish Country US
- Publisher Taylor & Francis Inc
- Imprint M.E. Sharpe
- Format Paperback
- Pages 328
- Language English