This is a thoroughly revised and updated edition of Shelby Hunt's classic book on marketing theory. Like its predecessors, this new edition presents a theory of marketing that focuses on the discipline's multiple stakeholders. It develops a practical "tool kit" based on the philosophy of science for developing and analyzing theories.But this edition breaks new ground with a new focus on the concept that "resource-advantage theory" provides the foundation for a general theory of marketing. Both evolutionary and revolutionary, the new edition of this best selling work is an essential primary tool for courses and seminars on marketing theory as well as marketing research and management theory.
