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Textbook

Marketing Theory: Evolution and Evaluation

ISBN: 978-0-471-63527-7
Paperback
256 pages
January 1991, ©1988
List Price: US $168.95
Government Price: US $126.68
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Marketing Theory: Evolution and Evaluation (0471635278) cover image
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Resurgence of Interest in Marketing Theory.

The Era of Turbulent Transition.

Framework for the Book.

Metatheory Criteria for the Evaluation of Theories.

NONINTERACTIVE-ECONOMIC SCHOOLS OF MARKETING.

The Commodity School of Thought.

The Functional School of Thought.

The Regional School of Thought.

INTERACTIVE-ECONOMIC SCHOOLS OF MARKETING.

The Institutional School of Thought.

The Functionalist School of Thought.

The Managerial School of Thought.

NONINTERACTIVE-NONECONOMIC SCHOOLS OF MARKETING.

The Buyer Behavior School of Thought.

The Activist School of Thought.

The Macromarketing School of Thought.

INTERACTIVE-NONECONOMIC SCHOOLS OF MARKETING.

The Organizational Dynamics School of Thought.

The Systems School of Thought.

The Social Exchange School of Thought.

WHAT WE HAVE LEARNED.

Is Marketing a Science or, at Best, a Standardized Art?

What Is, or Should Be, the Relationship between Marketing andSociety?

Is It Really Possible to Create a General Theory ofMarketing?

REFERENCES.
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