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Marketing Theory: Evolution and Evaluation
Edition Description
"The first edition of Marketing Theory: Evolution and Evaluation was published in 1988 and was received very well by marketing scholars. It was also used as a textbook in doctoral seminars on marketing theory. The first edition's preface stated "This book is both a chronicle...
Edition Details
Format:Paperback
Language:English
ISBN:1394310544
Format: Paperback
Condition:
$
98.46
15 Available
Marketing Theory: Evolution and Evaluation
Edition Description
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...
Edition Details
Format:Paperback
Language:English
ISBN:0471635278
Format: Paperback
Condition:
$
6.29
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