Marketing Theory: Evolution and Evaluation

by Jagdish N. Sheth, David M. Gardner, Dennis E. Garrett, et al.

Book Overview

"The first edition of Marketing Theory: Evolution and Evaluation was published in 1988 and was received very well by marketing scholars. It was also used as a textbook in doctoral seminars on marketing theory. The first edition's preface stated "This book is both a chronicle of the evolution of marketing thought and its metatheory evaluation as a discipline. The evolution of marketing thought over the past 75 years is both fascinating and impressive...

• Format: Paperback
• Language: English
• ISBN: 1394310544
• ISBN13: 9781394310548
• Release Date: November 2024
• Publisher: Wiley
• Length: 304 Pages
• Weight: 1.50 lbs.
• Dimensions: 0.9" x 8.5" x 10.8"