The Extraordinary Think And Do (TANDO) Tank
MARKETING THEORY: EVOLUTION AND EVALUATION (THEORIES IN MARKETING SERIES) by Sheth, Jagdish N (AUTHOR) Aug-30-1988 [ Paperback ]
Publication date January 1, 1988
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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. Read more Read less

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