Marketing Theory

出版者:Wiley

作者:Jagdish N. Sheth

页数:256

出版时间:1988-08-16

价格:USD 84.95

装帧:Hardcover

isbn号码:9780471635277

图书标签:Theory营销生活投资學術历史ShethN.

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.