Marketing Theory: Evolution and Evaluation

By Jagdish N. Sheth, David M. Gardner, Dennis E. Garrett, et al.

The evolution of marketing theories and the rationales behind them are chronicled in this thought-provoking book. The authors present a typology for the twelve schools of marketing thought, and describe a comprehensive metatheory 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 early, seldom-cited works.

• Format: Hardcover
• Language: English
• ISBN: 0471635278
• ISBN13: 9780471635277
• Release Date: August 1988
• Publisher: Wiley & Sons, Incorporated, John
• Length: 256 Pages
• Weight: 1.12 lbs.
• Dimensions: 0.8" x 6.3" x 9.3"