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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
This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.

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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