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Evolution and Evaluation
出版John Wiley & Sons, 1991-01-16
主題Business & Economics / Marketing / GeneralBusiness & Economics / GeneralBusiness & Economics / Advertising & Promotion
ISBN04716352789780471635277
URLhttp://books.google.com.hk/books?id=uHzxEAAAQBAJ&hl=&source=gbs_api
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註釋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.