Marketing Theory: Evolution and Evaluation

  • Publish Date: 1988-08-16
  • Binding: Hardcover
  • Author: Jagdish N. Sheth;David M. Gardner;Dennis E. Garrett
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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.