Marketing Theory: Evolution and Evaluation by Jagdish N. Sheth, Dennis E. Garrett, David M. Gardner

Marketing Theory: Evolution and Evaluation

Wiley Theories in Marketing

Jagdish N. Sheth, Dennis E. Garrett, David M. Gardner

256 pages • missing pub info (editions)

nonfiction business economics medium-paced
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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 o...

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