MARKETING THEORY - EVOLUTION AND EVALUATION
Editora: JOHN WILEY
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Sinopse
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.
Ficha técnica
- Código de barras:
- 9780471635277
- Dimensões:
- 1.00cm x 16.00cm x 23.00cm
- Edição:
- 1ª EDIÇÃO - 1988
- Editora:
- JOHN WILEY
- Idioma:
- INGLÊS
- ISBN:
- 9780471635277
- ISBN13:
- 9780471635277
- Número de páginas:
- 256
- Peso:
- 286 gramas