Marketing Theory(English, Paperback, Sheth Jagdish N.)

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Marketing Theory(English, Paperback, Sheth Jagdish N.) is written by Sheth Jagdish N. and published by John Wiley & Sons Inc. It's available with International Standard Book Number or ISBN identification 0471635278 (ISBN 10) and 9780471635277 (ISBN 13).

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.