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.
- ISBN10 0471635278
- ISBN13 9780471635277
- Publish Date 5 October 1988
- Publish Status Active
- Publish Country US
- Imprint John Wiley & Sons Inc
- Format Paperback
- Pages 256
- Language English