Marketing Theory
Download or Read eBook Marketing Theory PDF written by Jagdish N. Sheth and published by John Wiley & Sons. This book was released on 1991-01-16 with total page 262 pages. Available in PDF, EPUB and Kindle.
| Author | : Jagdish N. Sheth |
| Publisher | : John Wiley & Sons |
| Total Pages | : 262 |
| Release | : 1991-01-16 |
| ISBN-10 | : 9780471635277 |
| ISBN-13 | : 0471635278 |
| Rating | : 4/5 (77 Downloads) |
Book Synopsis Marketing Theory by : Jagdish N. Sheth
Book excerpt: 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.
